Factors Affecting the Satisfaction of Mobile Banking HI App Customers of Phongsavanh Bank, Vientiane Capital District

ปัจจัยที่ส่งผลต่อความพึงพอใจในการใช้บริการ Mobile Banking HI App ของลูกค้าธนาคารพง สะหวัน เขต นครหลวงเวียงจันทน์ Factors Affecting the Satisfaction of Mobile Banking HI App Customers of Phongsavanh Bank, Vientiane Capital District Prepared by Mr. NARATHIP SRISAMRAN 633430108-3 This research report is part of the cooperative education course under the Bachelor of Business Administration curriculum, Faculty of Business Administration, Financial Business Administration program. Finance for Business Major Khon Kaen University, Nong Khai Campus Academic Year 2023

ปัจจัยที่ส่งผลต่อความพึงพอใจในการใช้บริการ Mobile Banking HI App ของลูกค้าธนาคารพง สะหวัน เขต นครหลวงเวียงจันทน์ Factors Affecting the Satisfaction of Mobile Banking HI App Customers of Phongsavanh Bank, Vientiane Capital District Prepared by Mr. NARATHIP SRISAMRAN 633430108-3 This research report is part of the cooperative education course under the Bachelor of Business Administration curriculum, Faculty of Business Administration, Financial Business Administration program. Finance for Business Major Khon Kaen University, Nong Khai Campus Academic Year 2023

A Acknowledgements This research report was completed with the assistance of Dr. Thanomsilp Jankanakitikul and other professors who provided suggestions, comments, and corrections that contributed to the completion of this research paper. Thank you very much for your kindness. The students would like to thank Assistant Professor Dr. Rathkarn Buasri, Assistant Professor Dr. Sap Amornpinyo, and A. Abbas Abbas. The researcher is grateful for the kindness of all faculty members. Please advise on how to complete this research paper from start to finish. Thank you very much. We would like to thank the Head of Department and Marketing Officer of Phongsavanh Bank Saitani Branch for their assistance in providing information and details of the various operational processes that contributed to the successful completion of this independent study. I would like to thank my parents and family members for their support, understanding, nurturing, and guidance. Their love and encouragement from childhood to adulthood, as well as the educational opportunities they provided, have contributed to the success of this research report and study. I would like to thank all respondents for their participation in completing this research report. Finally, we hope that this study report will be of great benefit to those interested in studying it. If there are any flaws in this study, the author apologizes and takes full responsibility for any mistakes. NARATHIP SRISAMRAN

B Abstract The objective of this study is to: 1)To study consumer behavior affecting the choice of Mobile Banking HI App service among customers of Phongsavanh Bank in Vientiane Capital District. 2)To perform factor analysis (Factor Analysis) to group the variables of factors affecting satisfaction with the Mobile Banking HI App among customers of Phongsavanh Bank in Vientiane Capital District. 3)To study the relationship of marketing mix factors (7Ps) that affect satisfaction with the Mobile Banking HI App among customers of Phongsavanh Bank in Vientiane Capital District. 4)To study, compare, and analyze the capabilities of the Mobile Banking HI App among customers of Phongsavanh Bank in Vientiane Capital District. The study uses a questionnaire as a tool to collect data from a sample group of both male and female individuals aged 18-59, totaling 404, selected using Yamane's formula for sample calculation and the cluster sampling method. The analysis is conducted using the Statistical Package for the Social Sciences (SPSS) software, including frequency, percentage, mean, and standard deviation calculations. From the research, the demographic factors can be divided into male and female groups, comprising 47.8% and 52.2%, respectively. The majority are aged between 26-34 years, accounting for 39.4%. Regarding education, most have a bachelor's degree, at 50.2%. In terms of occupation, the majority are private company employees, at 53.7%, with a majority having a monthly income of 2,000,001-4,000,000 Lao Kip, at 50.2%. Most are single or unmarried, at 55%, and the majority do not have children, at 60.9%. The majority of families have four members, accounting for 32.2%. Research Study Topics Factors Affecting the Satisfaction of Mobile Banking HI App Customers of Phongsavanh Bank, Vientiane Capital District Name-Surname Mr. Naratip Srisamran Academic Advisor Dr.Thanomsilp Jankanakitikul school year 2566

C From the Factor Analysis, 22 independent variables from the marketing mix (7Ps) were grouped into 2 new groups of marketing mix factors (4Ps) using the Varimax rotation method. When the factors from both groups were analyzed using Regression to study the relationship, it was found that there is a factor affecting customer satisfaction with the Mobile Banking HI App of Phongsavanh Bank, Vientiane Capital, which is the efficiency of the service process. It was concluded that the Mobile Banking HI App has a user-friendly interface, is accurate, and provides secure financial transactions. The bank and the HI App have a reputable name and image, clear and easy transaction categories, and friendly and helpful staff who can solve problems and provide accurate and appropriate information expertly. Keywords:Consumer Behavior, Marketing Mix, Mobile Banking

D CNTENTS story face Acknowledgements A Abstract B CNTENTS C Chapter 1 Preamble 1.1 Background and importance of the problem 1 1.2 objective 2 1.3 Scope of study 2 1.4 Expected Benefits 3 1.5 Definition of words 3 Chapter 2 related theoretical concepts 2.1 Related concepts and theories 4 2.1.1 Demography definition 4 2.1.2 Related SWOT analysis theory concepts 7 2.1.3 Concept of marketing mix theory 7 p`s 9 2.1.4 Theory of Service Behavior Affecting Mobile Banking Services 10 2.2 Related research and theory 2.2.1 Demographic factors 14 2.2.2 SWOT Analysis Factors 14 2.2.3 Marketing Mix Factor (4Ps) 15 2.2.4 Services and Processes 17 2.2.5 Bangkok Bank Mobile Banking Behavior 17 Chapter 3 Method of operation 3.1 Introduction 18 3.2 Conceptual framework 19 3.3 Variables used in research 20 3.4 Research hypothesis 21 3.5 Population and sample 21 3.6 Tools used to collect information 22

E CNTENTS(continued) story face 3.7 Tool creation and development 23 3.8 Data Collection 28 3.9 Data analysis 28 Chapter 4 Analysis Data Part 1: Demographic Data Analysis 30 Part 2: Analysis of consumer behavior affecting the choice of mobile banking services 34 Part 3: Results of Analysis of Mean and Standard Deviation of Marketing Mix Factors 38 Part 4: Factor Analysis results to group variables in each factor studied. 41 Part 5: Analysis of linear regression equations to study factors affecting user satisfaction of the HI app services in Vientiane Capital Region 45 Part 6: Comparison of Mobile Banking App's Transaction Capability with Competitors in the Same Industry 49 Chapter 5 Summary Discussion and suggestions 5.1 Conclusions 55 5.1.1 Results of the analysis of the general characteristics of respondents to HI App User Satisfaction in Vientiane Capital Area 55 5.1.2 Summary of data analysis on mobile banking behavior of Phongsavan Bank customers 56 5.1.3 Market Factors (7Ps) that Affect Mobile Banking Satisfaction Phongsavanh Bank, Vientiane Capital District 56 5.1.4 Summary of SWOT data analysis 57 5.2 Recommendations for banks 57 5.3 Research limitations 58 5.4 Next Research Suggestion 58

F CNTENTS (continued) story face Reference List 59 Appendix Appendix B Questionnaire Factors affecting service satisfaction 63 appendix Detailed analysis from SPSS ready-made program 72

1 Chapter 1 Preamble 1.1 Background and importance of the problem The way people live around the world has changed significantly, especially in terms of digital technology and social networking. Society has entered the era of the "cashless society," particularly in buying and selling goods and services and using online financial services such as mobile money transfers, online credit card payments, or using e-wallets for various transactions. These technologies offer benefits such as convenience, speed, accuracy, and increased security. Although the use of digital technology has an impact on cultural and behavioral changes in various communities, it continues to be a continuously popular trend in contemporary global society, leading to continuous adaptation of consumer behavior and lifestyles in all aspects, both in Thailand and the Lao People's Democratic Republic. In the fiercely competitive banking industry, every player strives to maintain existing customers and acquire new ones to increase profitability. Banks are developing new financial products and services to meet customer needs and maximize satisfaction, aiming to attract new customers and retain existing ones. In the past 1-2 years, mobile banking has been one of the important potentials for banks, as it is convenient and provides fast services such as intra-bank transfers, account balance checks, cash payments, and various bill payments. Therefore, mobile banking is an interesting service that should be paid attention to in the next year. The population of Vientiane Capital, Laos, in the year 2023 was 989,000 people. In January 2023, the population of Vientiane Capital increased by 20,000 people (+2.06 percent) from 2022. The population is 50.56 percent female and 49.44 percent male. Additionally, internet usage in Vientiane Capital, Laos, in 2023 had 790,000 users, accounting for 79.88 percent of the total population. The number of social media users in Vientiane Capital, Laos, was 690,000 in January 2023, accounting for 69.78 percent of the total population. Mobile phone connections in Laos totaled 850,000 in early 2023, accounting for 85.95 percent of the total population. Kepis' analysis indicates that internet users in Vientiane Capital, Laos, increased by 15,000 (+1.94 percent) from 2022 to 2023.

2 Currently, in the Lao People's Democratic Republic, there are many banks providing various services, and one of the widely used products is Mobile Banking. Banks, such as Phongsavanh Bank, have developed to provide convenience for consumers in conducting various financial transactions. The benefits that businesses can receive include cost savings in hiring counter service staff. However, Mobile Banking still has limitations and requires continuous development. Not only Phongsavanh Bank has Mobile Banking products, but there are also other competing banks. Nowadays, competition in terms of technology and innovation is generally seen. Companies or businesses that want to survive must constantly develop their services and products to meet customer needs. Therefore, studying the marketing mix factors affecting customer satisfaction with the Mobile Banking service of Phongsavanh Bank in Vientiane Capital, Lao People's Democratic Republic, is necessary. This information can be used to plan marketing strategies and improve service quality to more efficiently meet customer needs and expand the market to new customer groups in the future.. 1.2 objective 1.To study consumer behavior affecting the choice of Mobile Banking HI App service among customers of Phongsavanh Bank in Vientiane Capital District. 2.To perform factor analysis (Factor Analysis) to group the variables of factors affecting satisfaction with the Mobile Banking HI App among customers of Phongsavanh Bank in Vientiane Capital District. 3.To study the relationship of marketing mix factors (7Ps) that affect satisfaction with the Mobile Banking HI App among customers of Phongsavanh Bank in Vientiane Capital District. 4.To study, compare, and analyze the capabilities of the Mobile Banking HI App among customers of Phongsavanh Bank in Vientiane Capital District. 1.3 Scope of study In this study, the participants focused on the satisfaction of using the Mobile Banking HI App service among Phongsavanh Bank customers in Vientiane Capital District. The study period is December 2023 to March 2024, a total period of 3 months.

3 1.3.1 Demographic boundaries The population used in this study is the Lao population in Vientiane Capital Region, totaling 989,000 men and women, according to the Lao Statistics Bureau. 1.3.2 Samples used in research A sample of 400 people was selected using the formula of Taro Yamane (1970) to determine their satisfaction with the questionnaire, assigning tolerances. 1.4 Expected Benefits 1. Know about consumer behavior that affects the choice of Mobile Banking, Phongsavanh Bank, Vientiane Capital District. 2. Know the relationship between demographic factors Per satisfaction Mobile Banking, Phongsavanh Bank, Vientiane Capital District 3. Know the marketing mix factors (7Ps) that affect the satisfaction of using Mobile Banking. In the Lao People's Democratic Republic 1.5 Definition of words Consumer behavior refers to the process by which consumers search for, evaluate, and purchase goods and services to meet their needs. It also encompasses the post-purchase experience of using goods and services. The study of consumer behavior includes understanding the decisions and actions consumers take in relation to the purchase and use of goods (Siriwan Serirat et al., 2007). The Mobile Banking application refers to banking transactions via mobile phones, in which users must first register with the bank to use financial services. This includes checking the balance of instruments and funds, trading accounts, setting up automated notification systems, making payments, and paying invoices, among other functions (Chanyapat Jongtawee, 2015). Marketing mix refers to the elements of a marketing strategy that affect customers' service usage, divided into 8 aspects: product, price, distribution, promotion, marketing, physical environment, human resources, and process productivity (Navatpoom Leecharoenkweekhun, 2018).

4 Chapter 2 related theoretical concepts In a research study on the factors affecting the satisfaction of using Mobile Banking HI App services among Phongsavanh Bank customers in Vientiane Capital District, theories, concepts, and research results related to the content of this research were used. The researcher reviewed the following relevant research papers: 2.1 Related Concepts and Theories 2.1.1 Concepts Related to Demographic Characteristics 2.1.2 Concepts and Theories Related to SWOT Analysis 2.1.3 The 7 P's of Marketing Mix Theory 2.1.4 Theory of Service Behavior Affecting Mobile Banking Services 2.2 Related Research and Theories 2.2.1 Demographic Factors 2.2.2 SWOT Analysis Factors 2.2.3 Marketing Mix Factors (4Ps) 2.2.4 Services and Processes 2.2.5 Bangkok Bank Mobile Banking Behavior 2.1 Related Concepts and Theories 2.1.1 Definition of Demography Supanya Chaichan (2008) states that demographic characteristics are a science that provides knowledge about size. Demographic characteristics include gender, age, marital status, education, religion, race, and occupation. Details are as follows 2.1.1.1 Gender Gender differences cause individuals to have different communication behaviors: females tend to have a greater desire to send and receive news than males. While males not only want to send and receive news, but they also want to build good relationships by receiving and sending it. Additionally, females and males differ greatly in conception. This is influenced by culture and society, which define the roles and activities of people of two genders differently.

5 2.1.1.2 Age Age is one of the important factors in human communication behavior, as it determines or indicates a person's experience in various matters. As the saying goes, "adults take hot baths before," or "call people who have experienced them personified," these are all indications or expressions of thoughts, beliefs, and manner of interacting to various events that occur in a person. Prudent intelligence also increases, and the way of thinking and interests will change 2.1.1.3 Education Education or knowledge is another characteristic that influences the audience. People are educated differently in different eras. In different education systems, there are different ideologies and needs. People generally tend to be interested in or adhere to concepts in their field, and individuals often have certain characteristics that show or are indicative of the educational background or field of study because educational institutions are institutions that train individuals to have personalities in different directions. Therefore, education also determines the selection process of the recipient. 2.1.1.4 Occupation Each person's occupation will lead to different needs and demands for goods and services. For example, a farmer or a laborer will buy goods necessary for living and inputs are the majority, while employees working in companies mostly buy goods to strengthen their personality. Government officials will buy necessary goods, and businesses will buy products to create an image for themselves, etc. Marketers need to study what types of products and services of the company are in demand in various occupational groups in order to properly prepare products according to the needs of these groups. 2.1.1.5 Income Income or economic status. The economic status of a person affects the brand of goods and services that are decided. Savings, purchasing power, and attitudes about payouts. Marketers need to pay attention to trends in personal income, as earnings will affect the power of purchases. People with low incomes are more focused on buying goods that are essential to their livelihood, and they are very price-sensitive. For people with high incomes, they will focus on buying good quality products and high prices by focusing mainly on the image of product prices. Education, career, and income tend to be correlated. For example, a highly educated

6 person will have the opportunity to choose a career that can earn higher income than a person with lower education. 2.1.1.6 Family income refers to the amount of money that families collectively receive from work over a period of time, such as monthly income or annual income. This can include self-employed business income, investment income, or income from receiving financial aid from relatives, assistance programs, or real estate. Income per family estimates are often used to measure a family's economic health and help with financial planning and future lifestyle. 2.1.1.7 Marital status According to the Office for National Statistics (2002), marital status refers to the bond between a man and a woman as husband and wife, divided as follows: Single, i.e., those who have never been married. Married includes those who live together as husband and wife, regardless of whether they are legally married or not. Married with spouse living in the same household means husband and wife living in the same household marrying each other. Widowed includes those whose spouses have died and are currently unmarried. Divorced includes husbands and wives who are legally divorced and separated, i.e., those who no longer live together as husband and wife, but are not legally divorced and no longer live together as husband and wife. 2.1.1.8 Marital status According to Pasit Siritep (2020), childbearing status refers to having children within a family, counting from the number of children born as a result of the relationship between a woman and a man who is the father and mother of that child. This status affects the character and role of the family's daily life. Having children may be a joyful and positive experience, but there are challenges and responsibilities in caring for children to develop growth and strengthen family relationships, and it has an effect on the family's economy, society, and the future of the child himself and the entire family. 2.1.1.9 Family Status According to Digital School Thailand 4.0 (2023), family status refers to a family as a social group of people who are related by blood ties from birth or individuals who have ties to the family, such as being the children of parents or siblings of younger siblings. Ban Chomyuth (2002)

7 states that families in different societies inevitably have different structures and characteristics. For ease of education, they can be divided into 2 types: Nuclear Family: Some texts call it an intrinsic family or primary family consisting of father, mother, and child. Extended Family: Consists of two or more single families, but a true extended family consists of three (or more) generations of relatives: grandparents, parents, and children. Instead of having a wife or husband to live with their former family. Demographic factors are commonly used in studies to segment the market by consumer segment, including gender, age, education, occupation, and income. Income per family is used to plan strategies for consumers to decide to buy products or services to reach and match the target group as much as possible. 2.1.2 Related SWOT analysis theory concepts Figure 2.1 SWOT Analysis Source: https://businessindicator.com/en/analise-swot/ Namfon Mangkrai (2014) defines SWOT Analysis as a tool for assessing the situation, helping executives determine strengths and weaknesses from the internal environment, and opportunities and obstacles from the external environment, as well as their impacts on the organization's work.

8 S comes from Strengths, meaning strengths or advantages resulting from factors within the organization's ability and positive situations within the organization. These are benefits that organizations adopt in their work to achieve their objectives or refer to internal operations that the organization performs well, arising from the internal environment of the company, such as financial strengths, production strengths, and human resources strengths. W comes from Weaknesses, meaning weaknesses or shortcomings resulting from negative factors within the internal situation that the organization cannot use to achieve its objectives. This refers to internal operations that the organization does not perform well, problems or defects caused by the company's internal environment, which the company must find a way to solve. O comes from Opportunities, meaning external factors and circumstances that allow the organization to achieve its objectives or refer to the external environment that is beneficial to the operation of the organization. Opportunities differ from strengths in that they result from the external environment, while strengths result from the internal environment. A good marketer must always seek out opportunities and take advantage of them. T comes from Threats, meaning obstacles caused by external factors that prevent the organization from achieving its objectives or refer to the external environment that is problematic to the organization. Sometimes it is difficult to identify opportunities and obstacles because both of these things can change. Obstacles can also turn into opportunities. For this reason, organizations need to adjust their strategies to keep up with the changing environment. Threats are constraints caused by the external environment, requiring businesses to align their marketing strategies and try to remove any obstacles that arise. Analyzing opportunities and obstacles from external factors, SWOT analysis helps organizations keep pace with the situation and prepare for changes in the environment. SWOT must be aligned with the vision, mission, or objectives of the organization and tap into the resources and capabilities that match what the organization is good at. Then, use SWOT as a tool to plan the organization's strategy by focusing on a few key items based on data from Strengths, Weaknesses, Opportunities, and Threats.

9 2.1.3 Concept of marketing mix theory 7 p`s The 7 Marketing Mixes or Marketing Mix 7P's Business in the service industry is different from the general consumer goods industry. Tangible Products and Intangible Products Intangible products are goods and services presented to customers or markets. Marketing strategies applied to hospitality businesses need to provide a different marketing mix than marketing in general. Hospitality is at the heart of doing business, says Professor Philip Kotler, the world's leading marketing guru. The Service Marketing Mix concept is defined as a concept related to a service business that is different from general consumer goods. A marketing mix of 7 is required. Or the 7P's in formulating a marketing strategy, which consists of: There are 7 main marketing mixes of service businesses as follows: 1. Product is something that satisfies human needs and needs, that is, what the seller must provide to the customer and the customer will receive the benefits and value of that product. Generally, products are divided into two types: tangible products and intangible products. 2. Price refers to the value of the product in monetary terms, the customer will compare the value of the service with the price of that service. Service pricing should be clearly appropriate to the level of service provided, and it is easy to classify different service levels. 3. Place is an activity related to the environmental atmosphere in offering services to customers, which affects customers' perception of the value and benefits of the services offered. 4. Promotions are an important tool for communicating with service users with the objective of informing or inducing attitudes and behaviors. Using the service and is key to relationship marketing. 5. People or Employees, which requires selection, training, and motivation to be able to create customer satisfaction that is different from competitors. Relations between service providers and users of various services of the organization Staff must be competent and have an attitude that can respond to service users. Initiative, problem-solving ability, and ability to create value for the organization. 6. Physical Evidence/Environment and Presentation are a concrete demonstration of physical characteristics and presentation to customers. We strive to create quality through both physical and service models to create value for customers. Whether it is in terms of dressing

10 cleanly and neatly. Negotiations must be gentle, and prompt service or other benefits that customers should receive. 7. Process is an activity related to the methodology and practice in the field of service that is presented to service users to provide services accurately, quickly, and impress service users. Figure 2.2 shows the 7 P's of marketing mix. Source: https://www.pangpond.com/marketing-mix 2.1.4 Theory of Service Behavior Affecting Mobile Banking Services 2.1.4.1 Consumer Behavior Definition Consumer behavior affects consumers' current and future purchases and use of products and services. In order to formulate marketing strategies that meet the needs of consumers to be satisfied, it is necessary to study, research, and understand consumer behavior first. The definition of consumer behavior is as follows: Consumer behavior refers to a person's behavior in searching, purchasing, using, evaluating, and executing goods or services with the expectation that they will meet their needs (Schiffman, Leon G. and Kanuk, Leslie Lazer, 1997, cited in Chatyaporn Tiamjai, 2007).

11 Consumer behavior refers to the decision-making processes and physical activities that a person performs when making an assessment, use, or consumption of goods and services (Loudon, David L. and Della, Bitta Albert J., 1993 Quoted in Chatyaporn Tiamjai, 2007). Analysis of consumer behavior Consumer behavior analysis is the search or research on consumer buying and use behavior to understand the nature of consumer demand and purchasing and use behavior. The answers provided help marketers organize their marketing strategies (Marketing strategies) to meet consumer satisfaction appropriately. The questions used to characterize consumer behavior are 6Ws and IH, which consist of Who, What, Why, Where, Whom, When, and How, to find 7 answers, or 70%, which consist of Occupants, Objects, Objectives, Organizations, Occasions, Outlets, and Operations (Siriwan Serirat, 2006: 193-194). 1. Who is in the target market? (Who is in the target market?) Occupants in Demographics, Geography, Psychology or Psychoanalysis, and Behavioral Sciences pyrite by Chiang Mai University 2. What does the consumer buy?: It is a question to know the purpose of buying (Objects), what consumers want from a product is to want the properties or components of the product (Product component) and competitive differentiation (Competitive differentiation). 3. Why does the consumer buy? Physical and psychological 4. Who participates in the buying?: It is a question to know the role of various groups (organizations) in influencing purchasing decisions, consisting of innovators, influencers, purchase decisions, buyers, and users. 5. When does the consumer buy?: It is a question to know the occasion of the consumer, such as which month of the year or what season of the year. What day of the month, what time of day, special occasion, or special day 6. Where does the consumer buy?: It is a question that wants to know the channels or outlets that consumers go to buy, such as supermarkets, stores, grocery stores, etc. 7. How does the consumer buy? Operation or buying process consists of problem awareness, information search, and alternative evaluation. Decisions and feelings after purchase In the field of analysis, factors influencing consumer behavior Kotler (1999: 172 - 188) summarized four factors that influence consumer behavior as follows:

12 1. Personal factors include: 1.1Age: Different ages will inevitably have different needs for goods and services. Segmentation of consumers by age, for example, young people tend to prefer to spend money on novelties, products, and services that are more fashionable than collecting money or putting money in the bank. 1.2 The stage of the family life cycle: the living stage of a person in the manner of having a family. Each stage of life influences a person's desire for attitudes and values, resulting in a demand for goods and services, and behavior of buying or using goods. Each step will have different consumption characteristics, such as those who are single and in young adulthood or spouses or individuals who live alone due to divorce will have different consumption habits. 1.3 Occupation: Each person's occupation will lead to different needs and needs for products and services. 1.4 Income or economic opportunity: An individual's economic opportunity will affect the goods and services he decides to consume. Purchases and attitudes about payments, therefore, need to pay attention to trends in personal income, savings, and interest rates. If the economic downturn results in low-income people in the business sector having to improve their goods and services, distribution, pricing, production, and inventory reduction, as well as various methods to prevent working capital shortages. 1.5 Education: People with higher education are more likely to consume good quality products and consume more than those with low education. 1.6 Lifestyle: Expressed in the form of activities, interests, opinions. In marketing, it is believed that a person's choice of consumption of goods depends on their lifestyle. 2.1.4.2 Social factors include: 2.1 Reference groups include groups of people who directly or indirectly affect the attitudes and behaviors of individuals. Close and informal contact and secondary groups such as religion, occupation, or union are reference groups of target customers or the creation of opinion leaders or individuals representing goods and services, which are socially accepted groups to represent goods and services.

13 2.2 Family is a factor that greatly influences the buying behavior of consumers. Study the roles and relationships of individuals in the family. Service behavior of individuals in the family The person who has the power to make decisions to purchase goods and services in the family. 2.3 Roles and statuses: Individuals associated with multiple groups such as families, reference groups, organizations, and institutions. 3.Cultural factors. 3.1 Basic culture is a factor that influences the majority of people in society and determines it. The basic needs and behaviors of most individuals are instilled starting with the family. Therefore, it is important to pay attention to the details of culture to improve products and services or create a competitive advantage to be accepted in society. 3.2 Subculture or niche culture is a factor that arises from the culture of a certain group of individuals, which is a culture that is accepted by the group members. Specifically, a target group with a subculture belonging to that group needs to study and understand that subculture as well. 3.3 Social class level, such as status, education, or occupation, determines the consumption behavior of people in each group to create acceptance from the class in that society. 4. Psychological factors A person's consumption choices are influenced by factors such as psychology, which is considered an intrinsic factor of consumers that influences the behavior of consuming goods and using them. Internal factors include: 4.1 Motivation is something that occurs within a person but may be affected by external factors such as stimuli that marketing uses marketing tools to stimulate demand. 4.2 Perception is an individual process that depends on internal factors such as beliefs, experiences, needs, and emotions. 4.3 Learning refers to changes in behavior or inclination of behavior from past experiences. Therefore, marketing has applied this concept by repeatedly advertising or organizing promotions to make the decision to buy products and use services on a regular basis. The influence that enables learning must be valuable in the eyes of consumers.

14 4.4 Beliefs and attitudes are thoughts that a person holds about a particular thing, which is the result of past experiences. 4.5 Personality is a person's feelings towards something that influences their beliefs, which have two choices: Option 1 is to create consumer attitudes in line with the products and services of the business, and Option 2 is to consider that consumer attitudes are How to develop products and services in line with consumer attitudes? The latter method is easy to do. For the formation of attitudes, it must be based on the elements of attitude formation, which have 3 parts: understanding, feelings, and behavior. 4.6 Self-concept refers to the feelings that a person has about himself or the thoughts that other people have about him/herself. Factors influencing consumers' purchasing decisions include cultural factors. Social factors, personal factors, and psychological factors, which consumers receive. The influence of such factors leads to purchase decisions in products that the vendor is trying to channel through. 2.2 Related research and theory 2.2.1 Demographic factors (Chanyapat Jongtawee, 2015) The objective of this study is to investigate the factors that affect satisfaction with mobile banking services in Bangkok using demographic factors including gender, age, education level, occupation, and income level, as well as marketing mix factors consisting of products, price, distribution channels, and marketing promotion, and safety and technology adoption factors consisting of security. Awareness of the benefits of use and perception of ease of use are independent variables in the study so that the bank can understand the real factors or needs of users that affect their satisfaction in using the service. Mobile banking and apply the research results or use them as information to solve problems, improve, and develop the service to be even better in the future.. 2.2.2 SWOT Analysis Factors (Chakrapan Superri, 2021) This research aims to find ways to increase the number of users of automatic alarm systems. BAAC Case Study: Bank for Agriculture and Agricultural Cooperatives, Khon Kaen Province. The objective of this research is to study the behavior and market mix factors to find out the problem of the number of subscriptions for goods and

15 services of automatic alarm systems. BAAC, which is an automatic alarm system in the family system. Currently, the bank is marketing through Line Official BAAC Family and Youtube, and the number of subscribers to the automatic alarm system is still small compared to the number of family members. The research method is quantitative research collecting primary data from 398 samples using a questionnaire to survey customers who use the services of the Bank for Agriculture and Agricultural Cooperatives in Khon Kaen province who do not use BAAC Connect the automatic alarm system via Line Official BACC Family. The statistics used in the analysis include frequency, percentage, mean, and standard deviation. According to the study, the problem of the number of subscribers to the automatic alarm system does not meet the bank's target. This is partly due to the fact that most customers are not accepted into automated alarm systems. When asked about the marketing mix (7P) factors influencing the decision to subscribe, it was found that the highest levels of influencing factors were processes, products, and personnel. In this research, these 3 influential dimensions were used as a guide to solve the problem. Solution options to increase the number of users of automated alarm systems BAAC includes enterprise, business, and character strategies, taking the TOWS Matrix into consideration of external and internal factors. This research therefore proposes an alternative to a hybrid strategy, namely a promotional strategy. In terms of marketing activities, employees were assigned to provide BAAC Connect subscription services as an on-site service and promote BAAC Connect subscriptions through various media channels such as community radio stations, TV stations, Facebook, and Line to successfully resolve this issue. 2.2.3 Marketing Mix Factor (4Ps) Product Product: According to a study by Pornvimon Chernrattanarak (2012) on factors that affect the satisfaction of users of Krungthai Bank's smart queue machine service, Ahmad and Ali's (2011) study on EBanking's functionality and customer satisfaction found that content such as data reliability, design such as screen elements, color and graphics, and speed such as lack of waiting time and uneasy connection. This is in line with Nochai and Nochai (2013) research on the impact of Internet banking on customer satisfaction in Bangkok. It was found that transaction efficiency such as regularly updated data and fast processing, as well as performance such as multilingual systems available 24 hours a day, 7 days a week, allowing interbank transfers and enabling online

16 registration, and customer support, such as being able to contact staff immediately in case the customer encounters a problem, and the staff can clearly explain the process of use and the conditions of use. It affects the satisfaction of service users. Price According to a study by Kumbhar (2011) on factors that affect the satisfaction of Indian Bank E-Banking customers found that cost-effectiveness such as transfer fees, interest rates, bill payment fees, bill collection, etc. decreased. Ahmad and Ali's (2011) study on the functionality of e-banking and customer satisfaction found that fees such as no annual fee positively affect the satisfaction of using e-banking. Distribution channels (Place) According to a study by Kumbhar (2011) on factors that affect the satisfaction of satisfied Indian Bank E-Banking customers, it was found that convenience such as access to services at any place and time, lack of queue time, and shortening user time. This is in line with Ahmad and Ali's (2011) study on E-Banking functionality and customer satisfaction. In addition, Ranjbarian et al. (2012) studied the factors that affect ECommerce customer satisfaction in Iran. It affects customer satisfaction. Marketing Promotion According to a study by Kurniawan (2010) on factors affecting customer satisfaction with purchasing AirAsia air tickets online, it was found that promotions in terms of special prices offered and marketing communications (IMC) such as advertising, using direct salespeople, or advertising on websites with links to websites that want to promote affect the impact of "Promotions" on customer satisfaction, which is in line with a study by Momtaz et al. (2011) that looked at customer satisfaction with online shopping in Malaysia. (Nattamon, Seng Ki Huai, 2021) The 4Ps marketing mix that most influences the decision to use organic farm stay services is the distribution channel factor. It has the highest level of influence, with an arithmetic mean of 4.52 and a standard deviation of 0.601, followed by the price factor, which has an arithmetic mean of influence level of 4.20 and a standard deviation of 0.800. The factors with the least level of influence on the decision to use organic farm stays were the marketing promotion factor, which had a large level of influence with a mathematical average of 4.13 and a standard deviation of 0.824.

17 2.2.4 Services and Processes Jennarong Jai Kliang (2023) conducted this study to optimize the intake, outflow process, and storage within the spare parts inventory. An analysis of the problem was conducted between August and September 2022. The Why-Why Analysis identified that the main factor influencing performance was the lack of updating records of spare parts and equipment inflow and outflow, resulting in work delays and sinking costs. The MIT App Inventor was utilized to develop mobile applications. These applications serve three main functions: 1) saving data with database tables in Google Sheet, 2) determining inventory levels to prevent shortages, and 3) creating, reading, and saving QR codes of spare parts inventory in all three processes. Furthermore, the study assessed user satisfaction with the mobile applications in four aspects: functionality, reliability, efficiency, and overall satisfaction. The results showed very good satisfaction scores with averages of 4.6, 4.75, 4.83, and 4, respectively, for the inventory staff. Additionally, the satisfaction scores of 10 service users were also very good, with averages in all four areas of 4.72, 4.58, 4.62, and 4.53, respectively. Therefore, it can be concluded that mobile applications developed with the MIT App Inventor can help streamline processes within spare parts inventory and effectively respond to user needs. 2.2.5 Bangkok Bank Mobile Banking Behavior Mr. Nawat Phum Leecharoen Kweekhun (2018) studied the behavior of Bangkok Bank mobile banking services, analyzed the personal factors affecting Bangkok Bank customers' mobile banking services, and examined the market factors that influence the use of mobile banking services by Bangkok Bank customers. The study population comprised 11,042 Bangkok Bank mobile banking customers in Nakhon Pathom province. The sampling method used in the study, based on Yamane's method, totaled 386 people. The results of the study showed that Bangkok Bank customers mainly relied on branch employees' recommendations for mobile banking service behavior. There were various reasons for their choice to use it, and most of them opted for it due to service reliability. Regarding market factors, it was found that product features, pricing, distribution channels, sales promotions, personnel, brand image, service processes, and efficiency were influential. When considered collectively, the majority of these factors were rated as highly important.

18 Chapter 3 Method of operation 3.1 Introduction Research on factors influencing the decision not to use the Mobile Banking HI App service for Phongsavanh Bank customers in the Vientiane Capital District is conducted by the sole researcher, who has devised strategies based on the following steps, combining both qualitative and quantitative research methods. The researcher conducted the research according to a structured analysis process, ensuring the Orange Search Group has the necessary tools and data for data analysis and statistical analysis. 3.1 Introduction 3.2 Conceptual framework 3.3 Variables used in research 3.4 Research hypotheses 3.5 Population and sample 3.6 Tools used to collect information 3.7 Tool creation and development 3.8 Data collection 3.9 Data analysis The objective is to study the use of mobile banking by examining the usage behavior of mobile banking customers and how they use it, in order to identify ways to improve its performance. The researcher proposes a data-based study method as follows:

19 3.2 Conceptual framework The conceptual framework of this research study aims to examine the factors influencing satisfaction in using the Mobile Banking HI App service among customers of Phongsavanh Bank in Vientiane Capital District. There are two independent variables: demographic characteristics and marketing factors that affect the use of Mobile Banking at Phongsavanh Bank. Both variables will influence the dependent variable: the behavior of using Mobile Banking at Phongsavanh Bank. Illustration 1: Conceptual Framework for Education

20 3.3 Variables used in research Variables used in this research are divided into independent variables and dependent variables as follows: 3.3.1 Independent Variables 3.3.1.1 Demographic Factors (1) Gender (2) Age (3) Education (4) Occupation (5) Income (6) Family Income (7) Marital Status (8) Childbearing Status (9) Family Status 3.3.1.2 7Ps Marketing Mix Factors (1) Product (2) Price (3) Promotion (4) Place (5) People (6) Process (7) Physical Evidence 3.3.2 Dependent Variable This research is quantitative, relying on statistical models to analyze the characteristics of consumer behavior.

21 3.4 Research Hypotheses The research hypothesis is formulated as follows: Hypothesis 1 (H1): Marketing mix factors affect satisfaction with the mobile banking services of Phongsavanh Bank. The marketing mix consists of a group of marketing tools used together in a consistent manner to achieve marketing goals and add value to products, products, or services. It includes seven main factors (7Ps): Product, Price, Promotion, Place, People, Process, and Physical Evidence. 3.5 Population and sample 3.5.1 Population The population used in this study is the Lao population in the Vientiane Capital Region, totaling 989,000 men and women. Population reference data were obtained from the National Statistical Bureau (Lao Statistics Bureau, 2022). 3.5.2 Sample Sample Size Determination: To determine the sample size, the researcher used Taro Yamane's formula (1967) for populations exceeding 100,000 people. The formula assumes that the data has a normal distribution and measures a confidence level of 95 percent. n = 1+() 2 when n = Number of samples N = Total population e = Sample tolerance is defined as 5% (0.05%). From the formula, the values can be substituted and distributed as follows: The calculated values are: n = 989,000 1+989,000(0.05) 2 n = 989,000 2,473 n = 399.91 n ≈ 400 This results in a minimum sample size of 400 samples, which is consistent with the concept of defining a minimum sample size to analyze structural equations in accordance with the law of clarity (Taro Yamane).

22 3.6 Tools Used to Collect Information The instrument used in this research is a questionnaire, divided into 3 parts as follows: Step 1 Questionnaire about the status and general information of the respondents, including gender, age, marital status, education level, occupation, income, and family members (9 items). Step 2 Questionnaire on general behavior of using mobile banking services, which is a multi-answer questionnaire in an open-ended manner (5 items). Step 3: Questionnaire on marketing mix factors. The 7Ps that affect the satisfaction of mobile banking services provided by Pongsavanh Bank were examined. The questionnaire measures the level of opinions affecting mobile banking behavior or measurement scores to assess users' decision to use mobile banking services in the Vientiane Capital Region, using a rating scale. The scale divides the opinion into 5 ascending scales as shown in Table 1. Table No. 1 Criteria for determining the score weight for comments in a questionnaire Opinion Level Ratings most 5 very 4 moderate 3 little 2 least 1 As for the criteria for interpreting the average opinion, we used the mean criteria to interpret the results. It is calculated using the formula for determining the width of the strata, as follows: Sector rate = = 5−1 5 = 0.8

23 Table 2 Conversion criteria of the mean score Opinion Level Ratings most 4.50 - 5.00 very 3.00 - 4.49 moderate 2.50 - 3.49 little 1.50 - 2.49 least 1.00-1.49 Step 4: Feedback was provided so that respondents could express their opinions further. 3.7 Creation and development of tools Step 1: Created a questionnaire based on relevant documents and research results. Step 2: Updated the questionnaire. It was reviewed by three experts, namely professors who are knowledgeable and understand market factors (7Ps) affecting satisfaction with mobile banking. The questionnaire was then used to determine the IOC (Index of Item Objective Congruence). A level of +1 indicates consistency with research content objectives. A level of -1 indicates that the content of the item does not correspond to the desired variable and purpose. A level of 0 indicates uncertainty about whether the content corresponds to the variables and objectives to be studied.. An IOC value ≥ 0.5 refers to questions that meet the objectives/content, while an IOC value ≤ 0.5 refers to questions that do not meet the objectives/content of the questionnaire. The questionnaire was revised based on feedback from the experts to ensure completeness and appropriateness before being sent to the sample group for further data collection. Step 3: Took the revised questionnaire and performed a conformity check and assessed the content fidelity using the conformity index method (Puangrat Taweerat, 2000:57-68). The IOC calculation results showed values between 0.7-1.0, with no questions scoring below 0.5. The updated questionnaire was then tested with 30 non-sample customers of Phongsavanh Bank, Vientiane Capital District.

24 Table 3 Analysis selects questions from experts Table 3 Selective analysis of questions from experts (continued) article Opinion of luminaries combine ioc Variable Expert 1 Expert 2 Expert 3 1 +1 +1 +1 3 1 available 2 +1 +1 +1 2 1 available 3 0 +1 +1 3 0.67 available 4 +1 +1 +1 3 1 available 5 +1 +1 +1 3 1 available 6 +1 +1 +1 3 1 available 7 +1 +1 +1 3 1 available 8 +1 +1 +1 3 1 available 9 +1 +1 +1 3 1 available 10 +1 +1 0 2 0.67 available 11 +1 +1 +1 3 1 available 12 +1 +1 +1 3 1 available 13 +1 +1 +1 3 1 available 14 +1 +1 +1 3 1 available 15 +1 +1 +1 3 1 available 16 +1 +1 +1 3 1 available 17 +1 +1 +1 3 1 available 18 +1 +1 +1 3 1 available 19 +1 +1 +1 3 1 available 20 +1 +1 +1 3 1 available 21 +1 +1 +1 3 1 available

25 Table 3 Selective analysis of questions from experts (continued) Step 4: The reliability of the questionnaire was analyzed using Cronbach's method to find the coefficient, and the overall confidence of the questionnaire was found to be 0.884. This indicates that the developed questionnaire had both content fidelity and confidence at a good level, as a confidence level of 0.70 or higher is considered acceptable (Boontham Kitpreedapur, 1997:207-212). Reliability tests were performed using 30 questionnaires to determine Cronbach's α-Coefficient, which was found to be 0.93, exceeding the threshold of 0.7 article Opinion of luminaries combine ioc Variable Expert 1 Expert 2 Expert 3 22 +1 +1 +1 3 1 available 23 +1 +1 +1 3 1 available 24 +1 +1 +1 3 1 available 25 +1 +1 +1 3 1 available 26 +1 +1 +1 3 1 available 27 +1 +1 +1 3 1 available 28 +1 +1 +1 3 1 available 29 +1 +1 +1 3 1 available 30 +1 +1 +1 3 1 available 31 +1 +1 +1 3 1 available 32 +1 +1 +1 3 1 available 33 +1 +1 +1 3 1 available 34 +1 +1 +1 3 1 available 35 +1 +1 0 3 0.67 available 36 +1 +1 0 3 0.67 available

26 Table 3.1 Questionnaire Confidence Test for Product Factor Hi App (Product) Product Marketing Mix Factors Reliability 1. You find Mobile Banking to be accurate, secure, and reliable, with easy-to-use features and a wide range of functions that meet your needs. 0.868 2. You find the Hi App easy to use for scanning, payments, and providing complete and clear information. 3. You find the Hi App easily accessible. From Table 3.1, the questionnaire's confidence in the marketing mix factor "Product," as measured by Cronbach's α-Coefficient, was 0.87, which is greater than 0.70. Table 3.2 Questionnaire's confidence in the "Price" factor. Price Marketing Mix Factors Hi App (Price) Reliability 4.The service rates for financial transactions via the Hi App are inexpensive and clearly specified. 0.876 5.The service fee for transferring money to another person’s account is reasonable. 6.The service fee for viewing historical account information is reasonable. From Table 3.2, it is found that the questionnaire's confidence in the marketing mix factor "Price," as measured by Cronbach's α, is 0.88, which is greater than 0.70. Table 3.3 Questionnaire's confidence in the "Promotional" factors. Promotional marketing mix factors Hi App (Promotion) Reliability 7. There are discounts at various partner stores. 0.889 8.There is sufficient publicity about the security system. 9. There is widespread and attractive advertising. 10.There are various promotions, such as freebies and various privileges. From Table 3.3, the confidence of the questionnaire's marketing mix factor "Promotional," as measured by Cronbach's α, was 0.89, which is greater than 0.70.

27 Table 3.4 Questionnaire's confidence test results for the "Distribution Location Factors." Location Marketing Mix Factors Hi App Distribution (Place) Reliability 11. There are many service points and shops that accept mobile payments. 0.809 12. It enables quick payment for goods and services. 13. It allows checking the status of money transfers, reducing the need to travel to the branch for financial transactions. 14. It supports applications on various mobile phones. From Table 3.4, it is found that the confidence of the questionnaire's marketing mix factor "Location Distribution Services," as measured by Cronbach's α-Coefficient, was 0.81, which is greater than 0.70. Table 3.5 Questionnaire's confidence test results for the "Personnel, Staffing Factors." People marketing mix factor, app employee (recommended) (People) Reliability 15. Employees provide accurate information to customers and can recommend the proper use of Mobile Banking. 0.923 16. Polite staff can help solve usage problems and listen to feedback from customers. From Table 3.5, it was found that the confidence of the questionnaire's marketing mix factor "Personnel Services, Staffing," as measured by Cronbach's α-Coefficient, was 0.92, which is greater than 0.70. Table 3.6 Questionnaire's confidence test results for the "Service Process Factors." Process marketing mix factors Reliability 17. Able to conduct financial transactions accurately, easily, without interruptions, and with clear instructions. 0.925 18. You decide to use the service for the security of financial transactions. 19.HI App has clear transaction categories, making the service easy to use.

28 From Table 3.6, t the confidence of the service marketing mix questionnaire, as measured by Cronbach's α-Coefficient, was 0.93, which is greater than 0.70. Table 3.7 Questionnaire Confidence Test: Performance Factors Performance marketing mix factors Hi App (Physical Evidence) Reliability 20. Do you feel that the HI App meets the standard compared to other banks 21. Do you feel that the HI App is standardized and accurate 0.870 22. The reputation and image of the Bank and the HI App are reliable for the decision to use the service. From Table 3.7, it was found that the confidence of the questionnaire, factors, marketing mix of performance services, Cronbach's α-Coefficient, is 0.87, which is greater than 0.70. 3.8 Data Collection: The research collected data from primary sources. Primary Data, which is the data obtained from collecting questionnaires from a sample of 400 people, was provided through Google Docs. 3.9 Data Analysis After receiving the information from the questionnaire that has been answered completely, the researcher processed it using statistical methods with SPSS as follows: 3.9.1 Descriptive Statistics To explain the general information of the sample by describing and presenting it in the form of a table. Frequency, Percentage, Mean, Standard Deviation, and Pie chart. 3.9.2 Inferential Statistics To study the data of the sample using a statistical ready-made program. Hypothesis Testing using statistical analysis tools, as follows 1. Factor Analysis to group variables in each factor studied. 2. Regression analysis to study the relationship between factors obtained from factor analysis and satisfaction with mobile banking of the samples.

29 Chapter 4 Analysis Data The research on factors affecting the satisfaction of using Mobile Banking HI App services of Phongsavanh Bank customers in Vientiane Capital District involves quantitative data analysis. The researcher presented the results of the data analysis in accordance with the objectives and research hypotheses, which were divided into 5 parts as follows Part 1: Demographic Data Analysis Part 2: Analysis of consumer behavior affecting the choice of mobile banking services Part 3: Results of Analysis of Mean and Standard Deviation of Marketing Mix Factors Part 4: Factor Analysis results to group variables in each factor studied. Part 5: Analysis of linear regression equations to study factors affecting user satisfaction of the HI app services in Vientiane Capital Region Part 6: Comparison of Mobile Banking App's Transaction Capability with Competitors in the Same Industry

30 Part 1: Demographic Data Analysis This research collected data from Phongsavan Bank customers to gather feedback. 404 surveys were conducted using questionnaires, resulting in 404 responses. The analysis of demographic data, which includes information about gender, age, education level, occupation, income, and status, is presented in Table 4.1. Table 4.1 displays the demographic characteristics of the sample, including frequency and percentage values. order information Number (persons) percent Question points answer 1. sex (1) male 193 47.8% (2) female 211 52.2% 2. age (1) 18-25 years 104 25.7% (2) 26-34 years 159 39.4% (3) 35-44 years 101 25% (4) 45-54 years 35 8.7% (5) 55-59 years 3 0.7% (6) 60 years 2 0.5% 3. Level of education (1) Not studied 3 0.7% (2) secondary education 59 14.6% (3) noble 128 31.7% (4) Bachelor's degree 203 50.2% (5) master 11 2.7% (6) doctorate 0 0%

31 Table 4.1 displays the demographic characteristics of the sample, including frequency and percentage values. (continued) order information Number (persons) percent Question points answer 4. occupation (1) Students 40 9.9% (2) Government employees 68 16.8% (3) Self-employed 74 18.3% (4) Private employees 217 53.7% (5) administrator 5 1.2% 5. Monthly income (personal) (1) Under 1,000,000 LAK 27 6.7% (2) 1,000,001 – 2,000,000 LAK 61 15.1% (3) 2,000,001 – 4,000,000 LAK 203 50.2% (4) 4,000,001 - 6,000,000 LAK 77 19.1% (5) More than 6,000,001 LAK 33 8.2% (6) No income 3 0.7% 6. Income per (family) (1) Over 3,000,000 LAK 12 3.0% (2) 3,000,001 – 4,000,000 LAK 53 13.1% (3) 4,000,001 – 6,000,000 LAK 118 29.2% (4) 6,000,001 – 8,000,000 LAK 105 26.0% (5) More than 8,000,001 LAK 53 13.1% (6) No income 63 15.6% 7. Marital status (1) single 222 55% (2) marry 165 40.8% (3) Widowed/Deserted/Separated. 17 4.2%

32 Table 4.1 displays the demographic characteristics of the sample, including frequency and percentage values. (continued) order information Number (persons) percent Question points answer 5. Monthly income (personal) 8. Childbearing status (1) Have children 158 39.1% (2) No children 246 60.9% 9. Family members (1) Single person 44 10.9% (2) 2 persons 39 9.7% (3) 3 people 113 28.0% (4) 4 pax 130 32.2% (5) More than 4 people 78 19.3% Table 4.1 is based on questionnaire data from a total of 404 datasets. 1) Gender Gender: 47.8% male, 52.2% female. 2) Age 18-25 years old accounted for 25.7% 26-34 years old accounted for 39.4% 35-44 years old accounted for 25% 45-54 years old accounted for 8.7% 55-59 years old accounted for 0.7% 60 years and over accounted for 0.5% 3) Education level Non-academic accounted for 0.7%, secondary education accounted for 14.6%, advanced class accounted for 31.7%, bachelor's degree accounted for 50.2%, master's degree accounted for 2.7%, doctoral degree accounted for 0%. 4) Career

33 Students accounted for 9.9%, government employees accounted for 16.8%, private businesses accounted for 18.3%, private employees accounted for 53.7%, executives accounted for 1.2%. 5) Monthly income (individual) Under 1,000,000LAK accounted for 6.7% 1,000,000-2,000,000LAK accounted for 15.1% 2,000,001-4,000,000LAK accounted for 50.2% 4,000,001-6,000,000LAK accounted for 19.1% More than 6,000,000 LAK accounted for 8.2% No revenue accounted for 0.7% 6) Income per (family) Under 3,000,000 LAK (3%) 3,000,001-4,000,000 LAK (13.1%) 4,000,001-6,000,000 LAK (29.2%) 6,000,001-8,000,000 LAK (26%) More than 8,000,001 LAK (13.1%) No revenue (15.6%) 7) Marital status Single accounted for 55%, married accounted for 40.8%, widowed/deserted/separated. It was 4.2%. 8) Childbearing status 39.1% had children, 60.9% had no children. 9) Family members Single family members accounted for 10.9%, 2 family members accounted for 9.7%, 3 family members accounted for 28%, 4 family members accounted for 32.2%, more than 4 family members accounted for 19.3%.

34 Part 2: Analysis of Mobile Banking Service Behavior In the research on factors affecting the satisfaction of using Mobile Banking HI App services of Phongsavanh Bank customers in Vientiane Capital District, the results of the analysis of data on mobile banking service behavior are as follows: Plan 1: Information about the behavior of using mobile banking services is divided into service awareness channels, banks that use the service, reasons for choosing the service, and selected transaction types. From the second chart, which shows the users of the mobile banking application that customers choose to use, it was found that most of them chose to use the HI App of Phongsavanh Bank, 394 people, accounting for 97.50%. BCEL Application Commercial Bank of Laos 337 people, or 83.40 percent, were the JDB Yes application of the Lao Development Bank, 105 people, or 26.00 percent, the LDB Trust application of the Lao Development Bank, 84 people, or 20.80 percent, the IB Cool application of Indochina Bank. 39 persons or 9.70 percent, 26 MEPOM applications of the Agricultural Promotion Bank or 6.4 percent and others 2 persons or 0.7 percent, respectively. Thus, Phongsavanh Bank's HI App was the most popular application in the sample, while others were less popular, with BCEL (Lao Commercial Bank) being the second most popular, followed by JDB Yes of Lao Development Bank and LDB Trust of Lao Development Bank.

35 Plan 2 shows the mobile banking application users that the customer chooses. From the second chart, which shows the users of the mobile banking application that customers choose to use, it was found that most of them chose to use the HI App of Phongsavanh Bank, 394 people, accounting for 97.50%. BCEL Application Commercial Bank of Laos 337 people, or 83.40 percent, were the JDB Yes application of the Lao Development Bank, 105 people, or 26.00 percent, the LDB Trust application of the Lao Development Bank, 84 people, or 20.80 percent, the IB Cool application of Indochina Bank. 39 persons or 9.70 percent, 26 MEPOM applications of the Agricultural Promotion Bank or 6.4 percent and others 2 persons or 0.7 percent, respectively. Thus, Phongsavanh Bank (HI App) application was the most popular in the sample, while the others were at a lesser level, with (BCEL) Lao Commercial Bank being the second most popular, followed by (BCEL). JDB Yes of Lao Development Bank and LDB Trust of Lao Development Bank

36 Chart 3 shows the type of transaction that the sample opted for. From chart 3, showing the type of transactions chosen by the sample, it can be summarized as follows: It was found that most of them transferred money: 337 93.30% of people scan QR Code: 330 people 81.70% Pay for water, electricity, mobile: 194 48.00% Check balance: 185 45.8% people Mobile top-up: 171 42.30% of peopleForeign exchange: 38 People 9.40% so The type of transaction that the sample chose in the top 3 is money transfer. Scan QR Code payment and pay for water, electricity, and mobile phone bills, which are the most popular payment methods in the sample. While foreign exchange is the least method of choice. Chart 4 shows how many mobile banking visits per month are average.

37 Figure 4.4: How many mobile banking visits per month on average? The top 3 rankings are 4-6 times per month or 35.60 percent, followed by 1-3 times per month or 28.50 percent and more than 10 times or 20.30 percent, respectively. Therefore, the type of mobile banking service with the highest average monthly usage is 4-6 times, followed by 1-3 times and more than 10 times per month, respectively. Chart 5 shows the number of users in each service awareness channel. Figure 4.5 shows the number of users in each service awareness channel. Most of them were found to follow media through Facebook with 386 people or 95.50 percent, followed by TikTok with 210 people or 52.00 percent, YouTube with 105 people or 26.00 percent, TV with 46 people or 11.50 percent, Radio with 69 people or 17.10 percent, Newspaper with 37 people or 9.2 percent, Agenda with 24 people or 5.9 percent, and others. 2 persons, representing 0.4 percent, respectively. Therefore, most of the service users in the sample are most likely to use Facebook service awareness channels, followed by TikTok and YouTube and other media, respectively.

38 Part 3: Results of the Analysis of Mean and Standard Deviation of Marketing Mix Factors From the analysis of the mean and standard deviation of market mix factors that affect job satisfaction in Mobile Banking at Phongsavan Bank, the results are as follows: Table 4.2 shows the mean and standard deviation of market mix factors Marketing Mix Factors (7Ps) Independent variables average standard deviation Interpretation 1. Hi App (Product) marketing mix factors 1.1 You find Mobile Banking to be accurate, secure, and reliable, with easy-to-use features and a wide range of functions that meet your needs. 4.193 0.56 very 1.2 You find the Hi App easy to use for scanning, payments, and providing complete and clear information. 4.019 0.47 very 1.3 You find the Hi App easily accessible. 4.056 0.54 very 2. Hi App (Price) Price Marketing Mix Factor 2.1 The service rates for financial transactions via the Hi App are inexpensive and clearly specified. 4.118 0.53 very 2.2 The service fee for transferring money to another person’s account is reasonable. 4.086 0.55 very 2.3 The service fee for viewing historical account information is reasonable. 4.074 0.57 very 3. Hi App (Promotion) Promotion Factors 3.1 There are discounts at various partner stores. 4.104 0.52 very 3.2 There is sufficient publicity about the security system. 4.084 0.57 very 3.3 There is widespread and attractive advertising. 4.094 0.52 very 3.4 There are various promotions, such as freebies and various privileges. 4.113 0.55 very

39 Table 4.2 shows the mean and standard deviation of the market mix factor (continued). Independent variables average standard deviation Interpretation 4. Location Marketing Mix Factors Hi App Distribution (Place) 4.1 There are many service points and shops that accept mobile payments. 4.121 0.52 very 4.2 It enables quick payment for goods and services. 4.052 0.57 very 4.3 It allows checking the status of money transfers, reducing the need to travel to the branch for financial transactions. 4.113 0.52 very 4.4 It supports applications on various mobile phones. 4.131 0.55 very 5. Personnel marketing mix factors, app staffing (recommended) (People) 5.1 Employees provide accurate information to customers and can recommend the proper use of Mobile Banking. 4.101 0.53 very 5.2 Polite staff can help solve usage problems and listen to feedback from customers. 4.118 0.52 very 6. Process Marketing Mix Factors 6.1 Able to conduct financial transactions accurately, easily, without interruptions, and with clear instructions. 4.116 0.52 very 6.2 You decide to use the service for the security of financial transactions. 4.113 0.52 very 6.3 HI App has clear transaction categories, making the service easy to use. 4.123 0.57 very 7. Performance marketing mix factors Hi App (Physical Evidence) 7.1 Do you feel that the HI App meets the standard compared to other banks 4.069 0.55 very 7.2 Do you feel that the HI App is standardized and accurate 4.094 0.53 very

40 Table 4.2 shows the mean and standard deviation of the market mix factor (continued). Independent variables average standard deviation Interpretation 7.3 The reputation and image of the Bank and the HI App are reliable for the decision to use the service. 4.153 0.58 very From Table 4.2, when considering the 22 sub-factors, it was found that the independent factors with the highest average opinion level, in descending order, were: product factors in terms of feeling that mobile banking is accurate, secure, and reliable. Easy to use wide range of functions; (Average 4.193 : Very Physical evidence factors in terms of reputation and image of the Bank and HI App are reliable in the decision to use the service (average 4.153: a lot). (Average 4.131: Very) Process factors in HI App have clear transaction categories. Easy to use (average 4.123: very) Location factors Distribution (Place) in the story There are many service points and shops that accept mobile payments. (Average 4.121: Very) In addition, considering each factor. Factors Marketing mix factors (7Ps) The results can be summarized as follows: Product Factor (Product): Consumers feel that Mobile Banking is accurate, safe, and can be trusted. Easy to use, with a wide range of functions; meets the needs of use (average 4.193: very). Price Factor (Price): Service rates for financial transactions via HI App have cheap service fees and clearly specified service trade rates (average 4.118: a lot). The service fee for viewing historical account information is reasonable (average 4.074: very). Promotion Factor (Promotion): There are various promotions such as freebies and various privileges (average 4.113: a lot). There are a variety of discounts at the giveaway store (average 4.104: a lot). Location Factor (Place): HI App distribution has a lot of service points, merchants accept a lot of payments (average 4.113: a lot). Able to support a wide range of mobile phone models (average 4.113: a lot).

41 People Factor (People): Polite staff can help solve usage problems and listen to customer feedback as well (average 4 . 1 1 3 : a lot). Employees provide accurate customer information. Use Mobile Banking Appropriately (average 4.101: very). Process Factors: HI App has a clear category of transactions. Easy to use service (average 4. 113: very). It can perform financial transactions accurately, easy to use. No jamming and fast (average 4.116: a lot). Performance Factors (Physical Evidence): The reputation and image of the bank and HI App are promising. Trust the decision to use the service (average 4.113: a lot). Consumers feel that HI App is standardized and accurate (average 4.094: very). Part 4: Factor Analysis to group variables in each studied factor. 4.1 Analysis of factors affecting the satisfaction of HI app users in Vientiane Capital Region. From the collection of data from the sample questionnaires and correlation analysis to determine the relationship between various independent variables at a significance level of 0.05, several pairs of variables were found to be significantly correlated. These correlations may affect the regression equation analysis. The researcher then selected independent variables from the factor analysis. Marketing (7Ps) with 22 variables as independent variables. Analysis 1 data is considered more appropriate and accurate. 4.1.1 Analysis of the suitability of independent variables for factor analysis methods. To analyze the factors, the researcher used KMO (Kaiser-Meyer-Olkin) statistics and Bartlett's test of Sphericity to test the suitability of the independent variables for extraction in KMO factors. KMO is a test to determine if the variables are suitable for factor analysis. If the KMO value is high (between 0.5 - 1), the data is suitable for factor analysis. On the other hand, if the KMO value is below 0.5, the data is not suitable for analysis. Bartlett's test of Sphericity is a correlation test. The hypothesis is H0 : The variables have no correlation with each other. H1 : The variables are interrelated, defining the significance level α= 0.05. .

42 4.1.2 Analysis of the suitability of independent variables from mixed factors Marketing (7Ps). Table 4.3 KMO and Bartlett's test of independent variables from market mix factors (7Ps) KMO and Bartlett’s Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.964 Bartlett's Test of Sphericity Approx. Chi-Square 5416.179 df 253 Sig. 0.000 In Table 4.3, the analysis of the data from the 22 independent variables of the marketing mix factor (7Ps) showed a KMO value of 0.964, indicating that the collected data was suitable for analyzing the segmentation factors of the (7Ps). 4.1.3 Defining factor groups. Based on the above analysis tests, it can be concluded that using factor analysis techniques is appropriate. The researcher then extracted the factors to clarify the weight of the elements in the extracted factors. The Varimax axis rotation method was used to determine the appropriate number of factors by considering the Eigenvalue greater than 1 and the Factor Loading of the metric in the factor must not be less than 0.3. . Defining a group of marketing mix factors (7Ps). When considering the initial eigenvalue, it was found that a total of 2 new factors can be grouped, which can explain the variance of all the original independent variables by 57.151%. When combined with the weight value of the elements after rotating the axis of the axis rotation factor, the factors can be grouped into 2 groups of factors as shown in Table 4.24.