Factors affecting customer satisfaction in using the Mobile Banking HI App of Phongsavanh Bank, Vientiane Capital, Laos

ป�จจัยที่ส่งผลต่อความพึงพอใจในการใช้บริการ Mobile Banking HI App ของลูกค้าธนาคารพง สะหวัน เขต นครหลวงเวียงจันทน์ Factors affecting customer satisfaction in using the Mobile Banking HI App of Phongsavanh Bank, Vientiane Capital, Laos 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

ป�จจัยที่ส่งผลต่อความพึงพอใจในการใช้บริการ Mobile Banking HI App ของลูกค้าธนาคารพง สะหวัน เขต นครหลวงเวียงจันทน์ Factors affecting customer satisfaction in using the Mobile Banking HI App of Phongsavanh Bank, Vientiane Capital, Laos 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 accomplished well courtesy of Dr.Thanomsilp Jankanakitikul The professors who gave suggestions and comments in conducting the research, as well as correcting the shortcomings, led to the completion of this research paper. Yours sincerely, Thank you very much for your kindness. The students would like to thank you. Asst.Prof.Dr.Rathkarn Buasri Asst.Prof.Dr.Sap Amornpinyo and A.Prichat Wongpatchim 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 resulted in the successful completion of this independent study. I would like to thank my parents and family members for giving me the trouble. Understanding, nurturing and instructing, cultivating goodness with love from small to old, and providing educational opportunities as subjects of knowledge made the researcher successful in conducting this research report and study. I would like to thank all respondents for their kindness in completing this research report. Finally, we hope that this study report will be of great benefit to those who are interested in studying it. If this study is flawed in any way, the study author apologizes and accepts the mistake alone. NARATHIP SRISAMRAN

B Abstract The objective of this study is 1 Study consumer behavior affecting the choice of using the Mobile Banking HI App of Phongsavanh Bank in Vientiane Capital, Laos. 2 S Study the relationship between demographic factors and satisfaction with the Mobile Banking HI App of Phongsavanh Bank in Vientiane Capital, Laos. 3 Study the relationship between the marketing mix (7Ps factors and satisfaction with the Mobile Banking HI App of Phongsavanh Bank in Vientiane Capital, Laos. 4 Compare and analyze the capabilities of the Mobile Banking HI App of Phongsavanh Bank in Vientiane Capital, Laos, among customers. 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 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, with 47.8% and 52.2% respectively. The majority are aged between 26-34 years, accounting for 39.4%. Regarding education, most are at the bachelor's degree level, 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 satisfaction in using Mobile Banking HI App service of Phongsavanh Bank customers Vientiane Capital 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 2 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 Theoretical concepts related to tows Matrix Analysis 9 2.1.4 Concept of marketing mix theory 7 p`s 10 2.1.5 Theory of Service Behavior Affecting Mobile Banking Services 12 2.2 Related research and theory 2.2.1 Demographic factors 16 2.2.2 SWOT and TOWS Matrix Analysis Factors 16 2.2.3 Marketing Mix Factor (4Ps 17 2.2.4 Services and Processes 18 Chapter 3 Method of operation 3.1 Introduction 20 3.2 Conceptual framework 21 3.3 Variables used in research 22 3.4 Research hypothesis 23 3.5 Population and sample 23 3.6 Tools used to collect information 24

E 3.7 Tool creation and development 25 3.8 Data Collection 31 3.9 Data analysis 31 Chapter 4 Analysis Data 4.1 Introduction 33 4.2 Demographic characteristics of respondents 34 4.3 Results of data analysis on mobile banking service behavior 37 4.4 Average score of opinion level on indicators of independent variables that influence market factors (7Ps that affect job satisfaction Mobile Banking 41 4.5 Analysis of factors affecting user satisfaction 44 4.5.1 Analysis of the suitability of independent variables in the use of factor analysis methods 44 4.5.2 Defining factor groups 45 4.6 Analysis of linear regression equations 48 4.7 SWOT Analysis 54 4.8 Analysis of solutions to problems that arise using TOW Matrix 55 Chapter 5 Summary Discussion and suggestions 5.1 Conclusions 57 5.1.1 Results of the analysis of the general characteristics of respondents to HI App User Satisfaction in Vientiane Capital Area 57 5.1.2 Summary of data analysis on mobile banking behavior of Phongsavan Bank customers 58 5.1.3 Market Factors (7Ps that Affect Mobile Banking Satisfaction Phongsavanh Bank, Vientiane Capital District 58 5.1.4 Summary of SWOT data analysis 59 5.2 Recommendations for banks 60 5.3 Research limitations 61 5.4 Next Research Suggestion 61

F Reference List 52 Appendix Appendix B Questionnaire Factors affecting service satisfaction 66 appendix Detailed analysis from SPSS ready-made program 74

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 times 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. Because 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, the study of 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 that affects the choice of Mobile Banking HI App service of Phongsavanh Bank customers, Vientiane Capital District. 2. To study the relationship between demographic factors. Per satisfaction Mobile Banking HI App of Phongsavanh Bank customers, Vientiane Capital District 3. To study the relationship of marketing mix factors. (7Ps that affect satisfaction Mobile Banking HI App of Phongsavanh Bank customers, Vientiane Capital District 4. To study, compare and analyze the capabilities of Mobile Banking HI App of Phongsavanh Bank customers, Vientiane Capital District. 1.3 Scope of study In this study, the participants focused on the satisfaction of using the service. Mobile Banking HI App of Phongsavanh Bank customers, Vientiane Capital District The study period is December 2023 - March - 2024, a total period of 3 months. 1.3.1 Demographic boundaries

3 The population used in this study is the Lao population in Vientiane Capital Region, a total of 989,000 men and women, according to the lap Statistics Bureau. 1.3.2 Samples used in research A sample of 399 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 3. Know the marketing mix factors (7Ps That affects the satisfaction of using Mobile Banking, Phongsavanh Bank, Vientiane Capital District. In the Lao People's Democratic Republic 4. Know the capabilities, weaknesses, strengths, opportunities, obstacles of the banking app. 1.5 Definition of words consumer behaviour It refers to the behavior that consumers search, think, buy. The use of evaluation in goods and services, which is expected to meet his needs, is a step that involves thinking. Purchase Experience Consumer use of goods and services Or it refers to the study of consumer behavior, decisions and actions related to the purchase and use of goods (Siriwan Serirat et al., 2007. Mobile Banking application refers to banking transactions via mobile phones, in which users must first register with the bank to use financial services . Checking the balance of instruments and funds trading accounts Setting up automated notification systems and making payments and paying invoices, etc. (Chanyapat Jongtawee, 2015 Marketing mix Refers to the marketing mix of services that affect the use of customers' services, divided into 8 aspects: product, price, distribution, promotion, marketing. Physical environment Human Resources, Process Productivity, (Navatpoom Leecharoenkweekhun, 2018

4 Chapter 2 related theoretical concepts In a research study on Factors affecting the satisfaction of using Mobile Banking HI App services of Phongsavanh Bank customers, Vientiane Capital District. It is based on theories, concepts and research results related to the content of this research to be used in conducting research. The researcher researched the following relevant research papers: Related concepts and theories 2.1.1 Concepts related to demographic characteristics 2.1.2 Concepts and Theories Related SWOT Analysis 2.1.3 Related concepts and theoriesTOWS Matrix analysis 2.1.4 The 7 P's of Marketing Mix Theory 2.1.5 Concepts and theories related to satisfaction 2.1.6 Concepts and theories related to service quality 2.1 Related Research and Theories 2.2.1 Demographic factors 2.2.2 SWOT and TOWS Matrix Analysis Factors 2.2.3 Marketing Mix Factor (4Ps 2.2.4 Services and Processes 2.1 Related concepts and theories 2.1.1 Demography definition 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 Sex 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 do not only want to send and receive news, they also want to build good relationships by receiving and sending it. In addition, females and males differ greatly in conception. This is because of culture and society. Define the roles and activities of people of two genders differently. 2.1.1.2 Age

5 Age is one of the important factors in human communication behavior, as age 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, manner of interacting to various events that occur in a person. Prudent intelligence also increases, 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 farmer will buy goods necessary for living and goods that are. Inputs are the majority, while employees working in companies mostly buy goods to strengthen their personality. Government officials will buy necessary goods with businesses, they will buy products to create an image for themselves, etc., and marketing must study what types of products and services of the company are in demand in various occupational groups. In order to properly prepare products in accordance with the needs of these groups. 2.1.1.5 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. Self-employed business, investment, or income from receiving financial aid from relatives. Assistance programs or income from real estate. Income per family estimates are often used to measure a family's economic health. It helps with financial planning and future lifestyle. 2.1.1.7 Marital status Office for National Statistics (2002 Marital status refers to the bond between a man and a woman in being 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 have legally married or not. Married and spouse living in the same household means husband and wife living in the same household marrying each other. Widows include those whose spouses have died and are currently unmarried. Divorce includes husband and wife who are legally divorced and separated, i.e. those who no longer live together as husband and wife, but are not legally divorced but no longer live together as husband and wife. 2.1.1.8 Marital status 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 have 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 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 brothers of younger siblings. Ban Chomyuth (2002 Families in different societies inevitably have different structures and characteristics. For ease of education, it can be divided into 2 types.

7 Nuclear Family Some texts call it a intrinsic family or primary family consisting of father, mother, child. An extenden 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, they have a wife or husband to live with their former family. so Demographic factors are therefore commonly used in studies in the segmentation of the market by consumer segment, including gender, age, education, occupation, income . Income per family It 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. Deputy wrote this for me. 2.1.2 Related SWOT analysis theory concepts Figure 2.1 SWOT Analysis Source: https://businessindicator.com/en/analise-swot/ Namfon Mangkrai (2014 Definition of SWOT Analysis SWOT analysis is a tool for assessing the situation, which helps executives determine strengths and weaknesses from the internal environment, opportunities and obstacles from the external environment, as well as impacts on the work of the organization . S comes from Strengths, meaning strengths or strengths, which are the result of factors within the ability and positive situations within the organization. Organizations adopt it as a benefit in their work.

8 In order to achieve its objectives, or referring to internal operations that the organization is doing well, it is an advantage that arises from the internal environment of the company, such as financial strengths, production strengths, human resources strengths. marketing W comes from Weaknesses, meaning weaknesses or weaknesses that result from factors within the internal situation that are negative and incompetent that the organization cannot use to work to achieve its objectives, or refers to internal operations that the organization does not perform well, a problem or defect caused by the company's internal environment, which the company must find a way to solve that problem. O comes from Opportunities, meaning opportunities which are caused by external factors. External factors and circumstances that allow the work of the organization to achieve its objectives or refers to the external environment that is beneficial to the operation of the organization as a result of the external environment of the company conducive to or promote the operation of the organization. Opportunities differ from strengths in that they are the result of the external environment. But its strengths are the result of the internal environment. A good marketer must always seek out opportunities and take advantage of them. T comes from Threats, meaning obstacles which are caused by external factors. External factors and circumstances 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. It is a constraint caused by the external environment, which requires businesses to align their marketing strategies and try to remove any obstacles that arise. Analyzing opportunities and obstacles from external factors, SWOT analysis will help to keep pace with the situation and prepare for changes in the environment sometimes when opportunities come. Or if we know what obstacles the trend will entail, we will be prepared to deal with it. Ease the bad situation to alleviate it. SWOT must be aligned with the vision, mission or objective, or tap into the resources in the organization and the capabilities that match what the organization is good at, and then use SWOT as a tool to plan the organization's strategy by writing out as few items as possible by looking at data from Strengths, Weaknesses, Opportunities, and Threats.

9 2.1.3 Theoretical concepts related to tows Matrix Analysis TOWS Matrix – A Tool for Situational Analysis is a framework that helps create concepts and strategies. First published in 1982 in Long Range Planning, TOWS stands for Threat Opportunity Weakness Strength. The TOWS matching principle comes from 2 main formats: Matching and Converting by matching internal factors (weaknesses – strengths with external factors (obstacles – opportunities. 2.1.3.1 SO: Strength & Opportunity Proactive Strategy It's a pairing of strengths and opportunities. Strength-Opportunity is the best scenario you want to achieve. This part of the strategy is very important for business growth because it is a strategy that focuses on creating the most beneficial results. SO Strategy is derived from the combination of environmental assessment data that are strengths and opportunities. This is done through the analysis of business strengths and emerging opportunities to promote better competitiveness in the market. 2.1.3.2 WT Corrective Strategy : Weakness & Threat It is a match between opportunities and weaknesses (Weakness-Opportunity, although the organization has weaknesses, but the external side still allows it to continue. To try to use the opportunities available to reduce or mitigate weaknesses, as every subject has weaknesses which may be operational processes or business losses that are not yet known in the market. Sometimes, plugging weaknesses can be a matter of timing, helping businesses fix their weaknesses or mitigate their own weaknesses. It is obtained by taking the data of environmental assessment of weaknesses and opportunities into consideration together. In order to formulate it as a tactic or strategy in a revisionary way. This is because the organization has the opportunity to adopt new ideas or methods to address existing weaknesses. 2.1.3.3 Preventive Strategy WO: Weakness & Opportunity It is a pairing of strengths and obstacles. Strength-Threat, which uses its strengths to defend against obstacles. Using strengths to prevent or avoid obstacles that may arise comes from taking environmental assessment data that are strengths and limitations into consideration together. This is because the organization has strengths while the organization faces an environment of external constraints that the organization cannot control, but the organization

10 can use its existing strengths to prevent external constraints. Many organizations that are growing in large growth often need to use their strengths to drive proactive strategies alone, and may overlook using their strengths to prepare for potential challenges. A good strategy is not just about moving forward, but also needs to be cautious because otherwise it can cause the business to stumble or fall. 2.1.3.4 ST: Strength & Threat Reactive Strategy It is a pairing between weaknesses and obstacles. Weakness-Threat is a worst-case scenario where defensive action should be used to address weaknesses and avoid barriers with a focus on self-defense. In order to formulate it as a tactic or defensive strategy. This is because the organization faces both external weaknesses and limitations that the organization cannot control. Unlike the other three strategies above, this strategy is meant to deal with any situation that comes your way. It is not intended to be forward-looking, but a defensive strategy meant to keep the situation from getting worse. By trying to mitigate the problem or avoid it from happening further. 2.1.4 Concept of marketing mix theory 7 p`s The 7 Marketing Mixes or Marketing Mix 7P'sBusiness 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 a 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.

11 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 is 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 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 in order to provide services accurately, quickly and impress service users.

12 Figure 2.2 shows the 7 P's of marketing mix. Source: https://www.pangpond.com/marketing-mix 2.1.5 Theory of Service Behavior Affecting Mobile Banking Services 2.1.5.1 Consumer behavior definition consumer behaviour It affects consumers' current and future purchases and use of products and services. In order to be able to formulate marketing strategies that will 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 given. as follows Consumer behavior refers to a person's behavior in searching, purchasing, purchasing, etc. Using, evaluating, and executing goods or services with the expectation that they will be able to meet their needs (Schiffman, Leon G. and Kanuk, Leslie Lazer, 1997, cited in Chatyaporn Tiamjai, 2007. Consumer behavior refers to the decision-making processes and physical activities that a person performs when he makes an assessment. Use or consumption of goods and services (Loudon, David L. and Della, Bitta Albert J., 1993 Quoted in Chatyaporn Tiamjai, 2007

13 Analysis of consumer behavior Consumer behavior analysis is the search or research on consumer buying and use behavior. To know the nature of consumer demand and purchasing and use behavior. The answers provided will help marketers organize their marketing strategies. (Marketing strategies that can meet consumer satisfaction appropriately. The questions used to characterize consumer behavior are 6Ws and IH, which consists of Who, What, Why, Where, Whom, When, and How, to find 7 answers, or 70%, which consists 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: 1. Personal factors include: 1.1 Age 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

14 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 is 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 adults or spouses or individuals who live alone due to divorce will have different consumption habits. All rights reserved 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 than those with low education. 1.6 Living style by expressing in the form of Also is activity, interest, opinions. In marketing, it is believed that a person's choice of consumption of goods depends on their lifestyle. 2.1.5.2 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. 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.

15 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 in order 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 in order to create acceptance from the class in that society. 4. Psychological factors A person's consumption choices are influenced by factors such as Psychology is considered to be 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. All five 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. 4.4 Beliefs and attitudes are thoughts that a person holds about a particular thing, which is the result of past experiences. Believe that mistakenly. 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

16 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: of understanding. Part of feelings and part of 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. so 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. buy 2.2 Related research and theory 2.2.1 Demographic factors (Chanyapat Jongtawee, 2015 The objective of this study is to study which factors affect the satisfaction of using mobile banking services in Bangkok using demographic factors including gender, age, education level, occupation and income level, 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 know the real factors or needs of users that affect their satisfaction in using the service. Mobile banking, and applying the results of research or as information to solve problems. Improve and develop the service to be even better in the future. 2.2.2 SWOT and TOWS Matrix Analysis Factors (Chakrapan Superri, 2021This research is 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 services of automatic alarm systems. BAAC, which is an automatic alarm system in the family system. BAAC 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. and find solutions to problems that arise and propose solutions. This research method is a quantitative research by collecting primary data from 398 samples using a

17 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. BAAC Connect 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 BACC 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 According to a study by Pornvimon Chernrattanarak (2012) on factors that affect On the satisfaction of users of Krungthai Bank's smart queue machine service For example, 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 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

18 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 Use E-Banking Distribution channels (Place) According to a study by Kumbhar (2011) on factors that affect the satisfaction of Satisfied with Indian Bank E-Banking's 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". 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. It 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 bienben value of 0.824. 2.2.4 Services and Processes Jennarong Jai Kliang, (2023) This study was conducted to optimize the intake and outflow process and store within the spare parts inventory. Between August–September 2022, an

19 analysis of the problem was also performed. The Why-Why Analysis found that the main factor that had the greatest overall influence on performance was the lack of updating of the records of the in-out of spare parts and equipment. This results in delays in work. Sinking cost The MIT App Inventor was applied to the development of mobile applications, after which the performance of the warehouse management performance indicators was compared and done. Mobile applications have three main functions: 1 save data with database tables in Google Sheet , 2 determine inventory levels to avoid inventory shortages, and 3 create, read, and save QR codes of spare parts inventory in all 3 processes. In addition, the results of the satisfaction assessment to The use of mobile applications by spare parts inventory staff in all four aspects: functional, reliable, efficient, and functional The satisfaction scores were very good with averages of 4.6, 4.75, 4.83 and 4, respectively, and the satisfaction scores of 10 service users were 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 with the MIT App Inventor developed can help streamline processes within spare parts inventory and can effectively respond to user usage.

20 Chapter 3 Method of operation 3.1 Introduction Research on Factors Affecting the Satisfaction of Mobile Banking HI App Customers of Phongsavanh Bank, Vientiane Capital District In order to achieve the specified goals, the researcher has formulated a plan according to the following steps based on both qualitative and "quantitative" research methods. The quantitative compound in which the researcher conducted the research according to the procedure was population determination and selection of sample groups, creation of tools used to collect data, data analysis and statistics used in Analyze data 3.1 Introduction 3.2 Conceptual framework 3.3 Variables used in research 3.4 Research hypothesis 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 studying the usage behavior of mobile banking customers and how they use it. To study ways to improve the highest performance, the researcher proposes a method for conducting a data-based study. as follows

21 3.2 Conceptual framework The conceptual framework for studying this research is a study. Factors affecting the satisfaction of using Mobile Banking HI App services of customers of Phongsavanh Bank, Vientiane Capital District, with a total of 2 independent variables , namely demographic characteristics and market factors affecting the use of mobile banking HI App. Use Mobile Banking Pongsavanh Bank Both variables will affect the dependent variable, namely the behavior of using Mobile Banking, Phongsavanh Bank. Illustration 1: Conceptual framework for education

22 3.3 Variables used in research Variables used in this research They are divided into independent variables and dependent variables as follows: 3.3.1 Independent variants 3.3.1.1 Demographic factors (1 Gender (2 Age (3 Education (4 Occupation (5 Revenue (6 Family income (7 Marital status (8 Status of having children (9 Family Status 3.3.1.2 7Ps marketing mix factors (1 Product side (2 Price (3 Sales promotion (4 Location (5 Personnel (6 Service Process (7 Performance 3.3.2 Dependent variable This research is a quantitative research based on statistical models in the work of analyzing the characteristics of consumer behavior.

23 3.4 Research hypothesis Research hypotheses are divided into 2 groups as follows: Hypothesis 1(H1 : Demographic Characteristics Demography refers to the understanding of human beings in relation to social, cultural, economic, and other factors. Demographic characteristics include: Gender, race, religion, domicile, language, education level Marital status, marital status, work, occupation, and income (Santad Sermsri, 1998 Hypothesis 2(H2 : Market mix factors (7Ps affect satisfaction with mobile banking services of Phongsavanh Bank The marketing mix is a group of marketing tools that are used together and used in a consistent manner to achieve marketing goals to add value to products, products or services, consisting of 7 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 Vientiane Capital Region, a total of men and women. 989,000 Using population reference data from the National Statistical Bureau (lap Statistics Bureau,2022 3.5.2 Samples Defining lack of samples Using Taro Yamane (1967, the researcher used Taro Yamane (1967 sample size determination to select a sample from a population of more than 100,000 people with the assumption that the data had a normal distribution and measured 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:

24 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 to analyze structural equations in accordance with the law of clarity. (Taro Yamane 3.6 Tools used to collect information The instrument used in this research is a questionnaire. It is divided into 3 parts as follows: Step 1 is a questionnaire about the status and general information of the respondents, including gender, age, marital status, education level, occupation, income, family members. 9 items Step 2 is a questionnaire on general behavior of using mobile banking services , which is a multi-answer questionnaire in an open-ended manner. 5 items Step 3 is a questionnaire on marketing mix factors. The 7Ps that affect the satisfaction of mobile banking services were examined by Pongsavanh Bank with the level of opinions affecting mobile banking behavior or measurement scores to assess users' decision to use mobile banking services in Vientiane Capital Region using a rating scale, which 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

25 As for the criteria for interpreting the average opinion, We used mean criteria to interpret the results. It is calculated using the formula for determining the width of the stratigraphy. as follows Sector rate = = 5−1 5 = 0.8 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 so that respondents can express their opinions further. 3.7 Creation and development of tools Step 1: Create a questionnaire based on relevant documents and research results. Step 2: Update the query The questionnaire was reconsidered by 3 experts, namely professors who are knowledgeable and understand about Market factors (7Ps that affect satisfaction with mobile banking were examined by 3 people and then used to determine the IOC (Index of Item Objective Congruence. Level +1 means consistent with research content objectives. A level of -1 means when it is certain that the content of the item does not correspond to the desired variable and purpose. Level 0 means when it is uncertain that the content corresponds to the variables and objectives to be studied.

26 IOC ≥ 0.5 refers to questions that meet the objectives/content. IOC value ≤ 0.5 refers to questions that do not meet the objectives/content of the questionnaire to the advisor as an examiner and the questions have been updated to be complete and appropriate as suggested before sending the questionnaire to the sample group for further data collection. Step 3: Take the revised questionnaire and perform a conformity check and assess the content fidelity using the conformity index method. (Puangrat Taweerat,2000:57-68 The IOC calculation results showed a value between 0.7-1.0, with no questions below 0.5. The updated questionnaire was tried out with 30 non-sample customers of Phongsavanh Bank, Vientiane Capital District.

27 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

28 Table 3 Selective analysis of questions from experts (continued Step 4: The questionnaire was used to analyze the reliability of the questionnaire using Cronbach's method of finding the coefficient method, and the confidence of the entire questionnaire was 0.884, indicating that the questionnaire developed was a questionnaire with both content fidelity and confidence at a good level due to a confidence of 0.70 or higher (Boontham Kitpreedapur, 1997:207-212. Reliability tests were performed using 30 questionnaires to determine Cronbach's αCoefficient and α-Coefficient.Cronbach's is 0.93, which is more than 0.7. The values are as follows: 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

29 Table 3.1 Questionnaire Confidence Test Product Factor Hi App (Product Product Marketing Mix Factors Reliability 1. You feel that Mobile Banking is accurate, secure, and reliable. Easy to use No hassle. wide range of functions; Meet the needs of use. 0.868 2. You feel that Hi App is easy to scan, pay, and provide complete and clear information. 3. You feel that Hi App is easily accessible. From Table 3.1, the confidence of the questionnaire, factor, marketing mix of αCoefficient products of Cronbach was 0.87, which is greater than 0.70. Table 3.2 Test for Questionnaire Confidence Price factor Price Marketing Mix Factors Hi App (Price Reliability 4. Service rates for financial transactions via Hi App are cheap and clearly specify. 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 confidence of the questionnaire, factor, marketing mix of price α services Cronbach is 0.88, which is greater than 0.70. Table 3.3 Test for Questionnaire Confidence Promotional factors Promotional marketing mix factors Hi App (Promotion Reliability 7. There are discounts at various giveaway stores. 0.889 8. There is sufficient publicity about the security system. 9. There is widespread advertising, attractive 10. There are various promotions such as freebies and various privileges.

30 From Table 3.3, the confidence of Cronbach's α-Coefficient product services marketing mix questionnaire was 0.89, which is greater than 0.70. Table 3.4 Questionnaire confidence test Location Factors Distribution Location Marketing Mix Factors Hi App Distribution (Place Reliability 11. There are many service points, shops that accept payments. 0.809 12. Pay for goods and services quickly 13. Able to check the status of the money transfer, reducing the time to travel to the branch for financial transactions. 14. Support to receive applications through various mobile phones. From Table 3.4 , it is found that the confidence of the questionnaire, factor, marketing mix, location services, distribution Cronbach's α-Coefficient was 0.81, which is greater than 0.70. Table 3.5 Questionnaire confidence test Personnel, Staffing Factors People marketing mix factor, app employee (recommended ( People Reliability 15. Employees provide accurate customer information 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 as well. From Table 3.5 , it was found that the confidence of the questionnaire, factor, marketing mix, personnel services, staffing, Cronbach's α-Coefficient was 0.92, which is greater than 0.70.Table 3.6 Questionnaire confidence test Service Process Factors Process marketing mix factors Reliability 17. Able to conduct financial transactions accurately, easy to use. No interruptions and no short-sightedness. 0.925

31 18. You decide to use the service from the security of financial transactions. 19.HI App has a clear category of transactions. Easy to use the service From Table 3.6, the confidence of Cronbach's α-Coefficient service marketing mix questionnaire 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 HI App is up to standard? Compared to other banks 21. Do you feel that Hi App is standardized and accurate? 0.870 22. The reputation and image of the Bank and HI App are reliable to 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, is provided through Google Docs. 3.9 Data analysis After receiving the information from the questionnaire that has been answered completely. The researcher processed by statistical method 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 Standard Deviation and Pie chart 3.9.2 Inferential Statistics

32 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.

33 Chapter 4 Analysis Data 4.1 Introduction The objective of this research is to study the factors affecting the satisfaction of using Mobile Banking HI App service of Phongsavanh Bank customers. A survey was conducted from Phongsavan Bank customers to ask their opinions. 404 surveyors were surveyed using questionnaires to collect 404 questions and the questionnaires were returned. 404 papers, representing 100% of the total questionnaire. The researcher analyzed the acquired data and presented the results of the analysis in the following order. 4.1 Introduction 4.2 Demographic characteristics of respondents 4.3Information on consumer behavior that affects the choice of mobile banking services 4.3 Information about the marketing mix (7Ps that affect satisfaction Mobile Banking HI App of Phongsavanh Bank customers, Vientiane Capital District 4.4 Analysis of factors affecting user satisfaction 4.5 Analysis of linear regression equations 4.6 SWOT Analysis 4.7 Analysis of solutions to problems that arise using TOW Matrix

34 Table 4.2 Demographics of the sample Table 4.1 Frequency and percentage values regarding gender of the sample population 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 old 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% 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%

35 Table 4.1 Frequency and percentage values regarding sex of the sample population (continued order information Number (persons percent Question points answer 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%

36 Table 4.1 Frequency and percentage values regarding sex of the sample population (continued order information Number (persons percent Question points answer 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 Respondents were 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 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%.

37 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%. 4.3 Part 2 Results of Data Analysis on Mobile Banking Service Behavior 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. Selected transaction type

38 Chart 1 shows the number of users in each bank providing services. Of the sample, it was found that 393 people used Phongsavanh Trade Bank (PSVB or 97.30 percent, followed by the Lao Trade Bank (BCEL with 354 employees or 87.60 percent, followed by the Lao Joint Development Bank (JDB with 118 employees or 29.20 percent, followed by the Lao Development Bank (LDB with 113 employees or 28.00 percent, the Agricultural Promotion Bank (APB with 57 employees or 14.10 percent, followed by Indochina Bank (IB. 43 persons or 10.60 percent , respectively, and 3 others, or 0.7 percent, respectively. Thus, Phongsavanh Trade Bank (PSVB was the bank with the highest number of users in the sample, while the others were at a lower level, with (BCEL Lao Trade Bank being the second most popular, followed by (JDB Lao Development Bank and (LDB Lao Development Bank. Plan 2 shows users of the mobile banking application 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.

39 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 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.

40 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.

41 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. 4.4 Average score of opinion level on indicators of independent variables that influence market factors (7Ps that affect job satisfaction Mobile Banking, Phongsavanh Bank and dependent variables Table 4.2 Mean and standard deviation of independent variables from the review Marketing Mix Factors (7Ps Independent variables average standard deviation Interpretation 1. Hi App (Product marketing mix factors 1.1 You feel that Mobile Banking is accurate, secure, and reliable. wide range of functions; Meet the needs of use. 4.193 0.56 very 1.2 You feel that Hi App is easy to scan, pay, and provide complete and clear information. 4.019 0.47 very 1.3 You feel that Hi App is easily accessible. 4.056 0.54 very 2. Hi App (Price Price Marketing Mix Factor 2.1 Service rates for financial transactions via Hi App are cheap 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 a reasonable fee. 4.074 0.57 very

42 Independent variables average standard deviation Interpretation 3. Hi App (Promotion Promotion Factors 3.1 There are discounts at various giveaway stores 4.104 0.52 very 3.2 Have adequate public relations about the security system. 4.084 0.57 very 3.3 Widespread advertising 4.094 0.52 very 3.4 There are various promotions such as freebies and various privileges. 4.113 0.55 very 4. Location Marketing Mix Factors Hi App Distribution (Place 4.1 There are many service points, shops that accept payments. 4.121 0.52 very 4.2 Fast payment for goods and services 4.052 0.57 very 4.3 Able to check the status of money transfers, reducing the time to travel to the branch for financial transactions. 4.113 0.52 very 4.4 Able to support the use of various mobile phones. 4.131 0.55 very 5. Personnel marketing mix factors, app staffing (recommended (People 5.1 Employees provide accurate customer information 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 as well. 4.118 0.52 very 6. Process Marketing Mix Factors 6.1 Financial transactions can be carried out accurately, easy to operate. No interruptions and no shortsightedness. 4.116 0.52 very 6.2 You decide to use the service from the security of financial transactions. 4.113 0.52 very 6.3 HI App has clear transaction categories. Easy to use the service 4.123 0.57 very