Marketing Mix Factor Influence the Decision of Using the Customer Service of BCEL bank, Xaysettha Branch

ຂຽນໂດຍ: ຈັນທີ ທຸ່ມມຸນຕີ

ນຳພາ: ອຈ.ປອ. ສີສົມເພັດ ຄ້ານໍເພັດ

Abstract

The marketing mix factor influence the decision of using the customer service of BCEL bank, Xaysettha branch was 1) to evaluate marketing mix factor influence the decision of using the customer service of BCEL bank, Xaysettha branch, 2) to compare the level of marketing mix factor influence the decision of using the customer service of BCEL bank, Xaysettha branch by personal factor. The questionnaire was used to be a tool for collecting data. The data collected were analyzed by using the frequency, percentage, mean and standard deviation. The hypotheses were tested by Independent Sample (t-test), One-Way ANOVA in case of its had statistical significant different testing a pair of variables by LSD was used to test hypothesis for each pair. The results of the study revealed that the respondents' results are summarized as follows. Mostly female, age between 31-40 years old, education level the bachelor’s degree, business, income per month 1,500,001 – 3,000,000 LAK. The marketing mix factor that influenced the decision to use customer service was the product factor which affect at high level. The comparison of the marketing mix factor influences the decision of using the customer service by personal factor were different all factor at the significance level of 0.05.