Factors Affecting the Service Selection of Rajabhat Maha Sarakham University Savings Cooperatives Limited Members.

Abstract

This research consists purposes were 1. To study market mix factors of the cooperatives 2. To study service quality factors of the cooperatives 3. To compare the service selection of cooperative members classifying by personal factors 4. To study marketing mix factors of the cooperatives affecting the selection of service of the members and 5. To study suggestions regarding service quality factors of the cooperatives. is a quantitative research. The research tool was a questionnaire with a sample of 234 people who came from using the Taro Yamane (1973) formula at the error level of .05. The data collected from the questionnaire were analyzed using descriptive statistics consisting of percentage, mean, standard deviation. t-test, one way analysis of variance, and stepwise multiple regression analysis. The results of the research revealed that 1) marketing mix factors in providing service for cooperative members were such as product, price, location, marketing promotion, personnel, process, and physical attribute, overall and in each aspect were at the high level 2) The service quality for cooperative members regarding the concrete form of the service, the trustworthy of the service, the response to the members, the credential given to members, and the mindfulness in the service, overall and in each aspect were at the high level 3) Members with different personal factors selected the cooperative service, overall and in every aspect showed no difference 4) Marketing mix factors of the cooperatives, which affected the selection of service of members at statistically significant level of.01, were such as product, price, personnel, and process. and 5) Suggestions from members who used service showed that cooperatives should reduce the loan interest rate, organize training for officers to understand their roles and responsibilities better, be more responsible, and understand the products of the cooperatives, and have the officers listen to problems from the service users.