BEHAVIORAL FACTORS OF THE GENERATION Y CUSTOMERS IN USING THE SERVICE OF THE GOVERNMENT SAVINGS BANK, AMPHUR MUANG BRANCH, SURAT THANI PROVINCE

Abstract

This descriptive study of behavioral factors of the generation Y customers in using the service of the Government Savings Bank, Amphur Muang Branch, Surat Thani province. The research population was 440 customers, aged 15-30, of the GSB Amphur Muang Branch, Surat Thani province (as in October 2017). The sample size of 210 was determined based on Yamane's formula. The research data were collected by means of questionnaires and calculated for percentage and mean of the personal and behavioral factors of the research sample and for mean and standard deviation of the market mix factors. An independent sample t-test and One-Way ANOVA were performed to analyze the relationship between personal and behavioral factors of the generation Y customers and the marketing mix factors in making decision to use the service of GSB, Amphur Muang Branch, Surat Thani province. 

The results showed that all marketing mix factors were at a high level. The factor with the highest average was service, followed by distribution channel; while the least averaged factor was product. Analyses of behavioral factors of the customers that affected the marketing mix factors in making a decision to use GSB service showed that the customers’ behavioral factors of having a significant reason to choose the service of GSB, frequency of service usage per month and the periods of time spent using the service significantly affected their decision to use the service of GSB, Amphur Muang Branch, Surat Thani province.