THE SATISFACTION OF THE MARKETING MIX AND THE GOVERNMENT SAVING BANK HEAD OFFICE’S CUSTOMERS’ LOYALTY TO MYMO SERVICE

Abstract

The research aimed to study the correlation between the satisfaction of the marketing mix and the Government Saving Bank Head Office’s customers’ loyalty to MYMO service.  The samples of the study were 400 Government Saving Bank Head Office’s customers.  The data was analyzed by using descriptive statics including frequency, percentage, average scoring, standard deviation, Chi-square, one-way ANOVA and multiple regression.

 The findings were as follows :The Government Saving Bank Head Office’s customers were satisfied in the highest level with the Bank’s products particularly on the MYMO service which could help check all the account movements. The Government Saving Bank Head Office’s customers were loyal in the highest level  to the MYMO service as proven by introducing and persuading relatives, friends and familiar people to use the MYMO service. Personal factors, age, status, occupation, education, and income affected different satisfaction with the marketing mix on the MYMO service. Personal factors, age, status, occupation, education, and income affected different loyalty to the MYMO service. The satisfaction with the marketing mix, price, place, promotion, process and physical affected the loyalty to the MYMO service. The Government Savings Bank should design and develop the products appropriately, mainly to needs and lifestyle of each customer’s satisfaction. Access to MYMO service regularly and use the service forever.