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Abstract:
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This study aims to examine the determinants, behavior, and problems of the GSB customers in using mobile banking services provided by the Government Savings Bank in Chiang Rai Province. The needed information was collected from 400 samples of
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the GSB customers, from which 174 samples are the customers of the GSB branches in Mueang District and 226 samples are the customers of the GSB branches in other Districts of Chiang Rai Province. The analysis was performed upon the results of descriptive statistics and the Likert-scale ratings of determinants and problems.
It was found that the majority of the samples are characterized as female, married, 40 years old on average, with bachelor’s degree education, government or state-enterprise or private-sector worker by occupational group, and earning 10,001 – 30,000 baht monthly income.
The most important factor determining the choice of the GSB customers to use the GSB mobile banking services was found to be the price factor for the attributes of no charge for account balance inquiry and reasonable cash withdrawal fee. Product is the second most important factor for the attribute of diverse banking services including information and bill payments. The thirst most important determinant is the promotion factor for the gift offered upon the application for the use of mobile banking services and the public relation component through various information channels of the bank.
On consumer behavior, the study found that the samples have been using the GSB mobile banking services for two years on average, most of them use the services during the hours of 12.01 – 24.00 generally in office or at home, mainly for the purposes of checking account balance and inquiring about GSB Digital Salak, and they got information about the GSB mobile banking services from the internet and the bank personnel.
The GSB customers under study on average had high satisfaction with the GSB mobile banking services. However, they faced some problems in using the services predominantly the difficulty of contacting call center workers, followed by the limited availability of ATMs that accept MyMo MyCard.
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