Factors Influencing the Decision to Use the GSB’S MYMO Service From The Case Study of GSB Consumers In Nakhon Pathom Province

Abstract

The objectives of this research are: 1) To study the level of brand image, trust, and integrated marketing communications that have an effect on the decision to use the GSB's MYMO application. 2) To study the brand image as an intermediate variable connecting the integrated marketing communication to the decision to use the GSB's MYMO. 3) To study the trust as an intermediate variable connecting the integrated marketing communication to the decision to use GSB’s MYMO. The sample group used in this research is 350 GSB’s customers in Nakhon Pathom, The research found that: 1) Most of the respondents are female, aged between 31-40 years, with a bachelor’s degree, registered marital status, occupation civil servant / staff-state enterprise employees, income 20,001-30,000 baht, have an opinion on the brand image as an intermediate variable connecting the integrated marketing communication to the decision to use the GSB's MYMO, overall is high level. 2) The integrated marketing communication factors found that advertising through television media has the highest mean. 3) The brand image factor shows that GSM’s MYMO logo is easy to remember and has the highest average value. 4) Trust factor found that service resolving problems via Call Center makes it easy to use, has the highest average value. 5) The factors of deciding to use the GSB’s MYMO application service found that it is necessary for daily life to have the highest average value. 6) The influence of the brand image is an interstitial between integrated marketing communication and the decision to use the MYMO service of the Government Savings Bank. 7) The influence of trust is an interstitial between the integrated marketing communication and the decision to use the MYMO service of the Government Savings Bank.