THE RELATIONSHIP BETWEEN EACH GROUP OF DEMOGRAPHIC AND SATISFACTION OF MOBILE BANKING SERVICES USERS OF GOVERNMENT SAVINGS BANK (GSB) CUSTOMERS, PHUNPHIN

Abstract

The objective of this research were to study the demographic characteristics, the satisfaction levels of Mobile Banking (My Money My Mobile: MyMo) services users, customer segmentation who used services of Mobile Banking, and the relationship between each group of demographic and satisfaction of Mobile Banking services users of Government Savings Bank (GSB) customers, Phunphin. The information were collected using questionnaire from customers of Government Savings Bank, Phunphin of 400 samples. The data were analyzed by Descriptive Statistics and Inferential Statistics. The data were presented through frequency, percentage, mean, standard deviation, and hypothesis testing using Chi-Square Test Statistic.

The results of the research showed that the most of samples were female in the age of 30 - 40 years old, educational level was bachelor’s degree or equivalent, the occupation was working as staff/employee of private company, and had average income range between 15,000 to 20,000 Baht. Furthermore, the satisfaction levels of Mobile Banking services users as a whole were at the high level. When considering in each aspect of the price, distribution, physical characteristic, service procedure, product, personnel, and promotion presented at the high level, respectively. The samples were divided in two groups; name of the first group was “easy to used MyMo”, and the second group was “happy MyMo”. The first group showed the satisfaction of services users to the service procedure. The second group exhibited the satisfaction to the promotion. In addition, after the tests were found that the demographic characteristics of both of two groups; sex, age, education, occupation, and average income showed the relationship to satisfaction levels of Mobile Banking services users of Government Savings Bank, Phunphin with significant at 0.05 level.