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Abstract:
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The objectives of this research were 1 to examine the factors affecting the possibility of GSB customers in Muang, Chiang Mai to get transaction service with the Virtual Teller Machine (VTM) of the Government Savings Bank (GSB), Huay Kaew Road Service Center, Muang, Chiang Mai and 2 To investigate the current banking activities of GSB customers in Mueang, Chiang Mai. The data collection tools were 400-set questionnaires which responded by GSB sample group in Muang, Chiang Mai by accidental sample selection, and data analysis using Logit and Probit models.
The results found that GSB customers were mostly a female, in the age of over 34 years old, with the bachelor's degree. They worked as an employee at a private company with an average monthly income of 10,001 - 15,000 baht and being in a marital status. The sample group most used the financial service via ATM (Automatic Teller Machine) and took this service less than a month from the previous time. The period of making transaction was not uncertain but the time most spent was during 14.01-16.00 hrs.
Moreover, there are 3 marketing mix factors which affected the possibility of GSB customers in Muang, Chiang Mai to use transaction service with the Virtual Teller Machine (VTM) of the Government Savings Bank (GSB) as follow; 1 Product (convenient and fast services), 2 Distribution channel (location that should be available in a shopping mall) and 3 Marketing promotion (promotion that gave different benefits from opening an account or doing transactions with a bank teller.
Keywords: transaction machines with Virtual Teller Machine (VTM), Logit -model analysis, Probit-model analysis, the Government Savings Bank, marketing mix factors
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