Abstract:
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This study focuses on factors affecting the channels of using commercial bank services of people in Chiang Mai province. The objectives are to determine the channel of using the commercial bank services together with the factors or reasons influencing people selecting each particular channel, and to measure the level of satisfaction of using each channel. The information provided in this research were deliberately collected and compounded from selected groups in 2 districts which are 200 people from Muang(city) district, and 200 people from Mae Cham district, with a total of 400 people. The process of data analysis is based on descriptive statistics including average, frequency and percentage. The level of satisfaction is classified by Likert Scale. The difference test between the 2 groups is separated by applying Chi Square statistics.
The result show that the choosing branch channel of using commercial bank services of people in Chiang Mai province are to do account service (98%), to transfer/ bill payment service ( 95.75 % ) and to pay credit card (65.75 %), respectively. The opinions toward the factors affecting to choose the branch channel of using commercial bank services between two groups indicates that the opinions are different. Specifically, the sample from Muang Chiang Mai considers that the convenience of service accessibility and sufficiency of bank staff factor, the convenient fastness factor and the suitable rates and fees factor are more important factors for using commercial bank services via branch channel, than the sample from Mae Cham does. The result of the level of satisfaction to use commercial bank service via branch channel is high in deposit service (mean 3.56), transfer/ bill payment service (mean 3.66) and paying credit card (mean 3.73).
The choosing electronics machine channel of using commercial bank services of people in Chiang Mai province are to transfer/ bill payment service (94.50%), to pay credit card (76.%) and to do account service (71.%), respectively. The opinions toward the factors affecting to choose the electronic machine channel of using commercial bank services of people in Chiang Mai between two groups indicates that the opinions are different. In that, the sample from Muang Chiang Mai considers that the convenient fastness factor, the convenience of service accessibility factor and the suitable rates and fees factor are more important factors for using commercial bank services via electronic machine channel, than the sample from Mae Cham does. The result of the level of satisfaction to use commercial bank service via electronic machine channel is high in transfer/bill payment service (mean 3.74), paying credit card (mean 4.08) and deposit service (mean 4.13).
The choosing digital banking channel of using commercial bank services of people in Chiang Mai province are to transfer/ bill payment (72.50%), to pay credit card (59.75%) and to pay insurance fees (47.2%), respectively. The opinions toward the factors affecting to choose the digital banking channel of using commercial bank services of people in Chiang Mai between two groups indicates that the opinions are different. Specifically, the sample from Muang Chiang Mai considers that the convenient fastness factor is more important factor for using commercial bank services via digital banking channel, than the sample from Mae Cham does. The result of the level of satisfaction to use commercial bank service via digital banking channel is highest in transfer/bill payment service (mean 4.49), paying credit card (mean 4.47) and insurance service (mean 4.13).
Keywords: Factors Affecting, Channel, Commercial Bank Services, Chiang Mai Province
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