A STUDY OF CUSTOMER BEHAVIORS IN INNOVATION SERVICE SELECTION TOWARD THE PERCEPTION OF MARKETING MIX AT GOVERNMENT SAVINGS BANK HEAD OFFICE

Abstract

The research aimed to study 1) the customers’  behaviors of the Government Savings Bank Head Office in innovation service selection  2) the correlation between the demographic factors and the customers’ behaviors of the Government Savings Bank Head Office in innovation service selection, and 3) the correlate by their perception of the innovation marketing mix.  The samples of the study were 361 Government Saving Bank Head Office’s customers.  The data was analyzed by using descriptive statics including frequency, percentage, mean, standard deviation, Pearson Chi-Square and one-way ANOVA. 

The findings were as follows : The majority of the questionnaire respondents were female aged between 31-40 years working as government officials or state enterprise employees with an income of more than 50,000 baht/month.  Their behaviors in innovation service selection were 2-4 times/month during 06.01 p.m. – 12.00 p.m. with the main aims of checking the account balance and movements.  Their main reason in innovation service selection of the Government Savings Bank Head Office was because it could support their financial needs.

Demographic factors of the Government Savings Bank Head Office customers correlated with their innovation service selection and their perception of the innovation marketing mix in different dimensions.  Therefore, the Government Savings Bank should develop its products appropriately to serve particularly the current customers who have not yet applied for innovation services.  Marketing promotions should create advertising campaigns and public relation information through a variety of median channels to reach the target customers regularly using those media in order to convey them to the perception of the innovation services and marketing promotions and finally subscription.