Customers’ Perceptions and Behaviors towards KTB Netbank Services in Surat Thani Province
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Abstract
The objectives of this research were to study 1) perceptions and behaviors of government officials and state enterprise employees in using KTB Netbank services in Surat Thani Province, 2) differences in their personal and environmental factors in relation to their perception of KTB Netbank services, and 3) the relationship between their perceptions and behaviors of using KTB Netbank services. Data were collected though a set of 400 questionnaire copies. Stratified sampling technique was conducted by comparing the proportion of government officials in various departments. Analysis of data and testing the hypothesis was done by using t–test and F-test, Scheffe and Chi-Square. Result revealed that most customers are female, aged from 31 to 40 years old, married, have average monthly income over 30,001 to 40,000 baht per month. Most of them hold Bachelor’s degree or equivalent, are civil servants. Their office policy is to use the Internet Banking and read advertisements from social media. Their perception of services in overall was at a high level. Type of frequently used transactions is money transfer with savings have been the most selected type of account. They spent at least 1,001 to 5,000 baht per time via smart phones to pay for goods or services. Time of transaction varied from those that used from Monday to Friday or working day, 2-3 days/once or almost everyday. As financial transactions have been made easier, faster and more convenient, bank staff are those who used the most. A relationship was found between their perceptions of KTB Netbank services and their behaviors of using the services in terms of products and frequency of use at .05 level of statistical significance. However, no link was found between their perceptions of KTB Netbank services and distribution channels and marketing promotion.
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