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Abstract:
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The purposes of this study were to research about factors affecting the use of banking services with United Overseas Bank Limited (Thailand) by Chinese people in Mueng, Chiang Mai and to study about the relationship between personal factor and marketing factor and using banking services behavior among Chinese people in Mueng, Chiang Mai. Therefore, the target study group is 400 Chinese people and the tool used for data collecting is the survey form. And, all personal data and service behavior data were analyzed by statistic tools, percentage and mean. Also, the Chi-Square statistic was used to test the relationship between personal factor and effecting factor of using banking services and service behavior through United Overseas Bank Limited (Thailand) by Chinese people in Mueng, Chiang Mai.
The findings most survey respondents indicated that female, age 21- 30, bachelor degree or higher, companies’ officers, income approximately more than 20,000 baht, work in Thailand for 1-2 years, averagely use banking services 1-2 times a month during 1-2 years. Their main reason of using banking services because it was close to their houses or work places and they often do deposit/withdrawn service the most. The main problems of using banking service were long queuing and long distance. However, most survey respondents have suggested their friends to use banking services, as well.
Factors that affect the use of banking services were the service style fitting the customer’s need, not over-crowded place, knowledgeable staff, nice atmosphere place and up-to-date equipment which is the most important factor of all. From the study’s relationship hypothesis, it was found that different genders, ages, occupations and working times in Thailand affect the different uses of banking services in a statistic term of 0.05. Furthermore, personal factors (age, occupation, salary, working time in Thailand) are related with the behaviors of using banking services.
Keywords: Marketing Factor, Behavior, Banking Services, UOB Bank, Chinese People
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