THE RELATIONSHIP BETWEEN PERSONAL FACTORS, BEHAVIOR AND EXPECTATIONS IN MYMO SERVICES OF GOVERNMENT SAVINGS BANK IN NAKHON SI THAMMARAT

Abstract

Research "The Relationship between Personal Factors, Behavior and Expectations in MyMo Services of Government Savings Bank in Nakhon Si Thammarat" The purpose is to study personal factors, behavior and expectations in MyMo services. Using the feedback questionnaire there were 400 randomly selected samples. Data were analyzed by percentage, mean, standard deviation, ONE-WAY ANOVA and analyze the relationship between personal factors. The results show that the customer's general information. Mostly female. Age between 25-30 years old. Bachelor's Degree, Civil servant / state enterprise employee, Monthly income 10,001 - 20,000 Baht, 1-3 years’ experience. Information on service behavior affecting customers in service with the Government Savings Bank. It was found that the customers were 6 months -1 year. Most used MyMo services. Recommended bank employees. Use the transaction period from 12.00-17.59. Home is the place to use MyMo services in most financial transactions. Mostly use check balance in account. Convenient for financial transactions 24 hours a day.  Expectations in various aspects of MyMo services are at the highest level. The results of the hypothesis testing between the demographic factors and the service behaviors that resulted in the expectation of MyMo services were found in the overall picture. MyMo services differ significantly at the 0.05 level of significance, and the hypothesis test between demographic factors and expected service behaviors. In MyMo services, the overall effect on service expectations in MyMo.