AN INFLUENCE OF BRAND IMAGE ON DECISION TO ADOPT MYMO APPLICATION SERVICE: A CASE STUDY OF GOVERNMENT SAVINGS BANK BRANCH AMPHOE MUEANG LOEI

Abstract

This research aims to study the influence of brand image on service decision making. MYMO of Savings Bank Branch Loei Branch Amphoe Mueang Loei, Loei Province by using quantitative research method by using closed questionnaire as a tool to collect data. The samples were customers who downloaded Application MYMO of the Government Savings Bank. In the district of Loei, 317 people were randomly selected. Statistics used in data analysis were descriptive analysis, and multiple regression analysis was used at statistically significant level of .05.

The study indicated that most of the samples were female. The analysis of behavior / transaction with the bank of the user found that in addition to the respondents using the Mymo application service; most of the services are used by the bank counter including deposit products. Users utilize the application of the Savings Bank MyMo to check the balance and movement of both deposits and loans. They usually conduct transactions through the MyMo application 1-2 times a month. This study found that GSB staff has an influence on the users’ decision to opt for GSB MYMO application. The score on brand image was found to be highest in the benefit dimension, measuring in terms of time savings, travel expenses, transactions to the bank. The second highest score were found in the features dimension of brand image, measuring in terms of MYMO offering a variety of financial services, such as transfer, withdrawal, refill, online, etc. This study found that users perceived the Application to be modern, value-for-money technology with immediate notification of account movement, and were proud to be a part of MYMO.