Marketing Strategy for International Service Department in Banking

Abstract

This research was conducted with the aim of examining customers’ satisfaction after using the services provided by International Trade Service Department of one commercial bank in Thailand during 1st of June to 31st August 2013. Additionally, the research included the study of an effectiveness of 7Ps and obstacles occurring during the services provided by the bank. The research applied a quantitative research methodology via the use of a questionnaire given to a simple random sampling group. Quantitative data were analyzed by various quantities and techniques including mean, standard deviation, independent sample T-test, and one-way ANOVA with hundred-percent response rate. The analysis revealed that there was a high satisfaction in terms of overall performance of services provided by the Department. The highest satisfaction rate was “image”; this was followed in descending order by “services provider”, “service process”, and “marketing campaign”. However, those other factors including gender, age, business type, service process period, and service offered by the Department did not have any impact on the customers’ satisfaction. The most important aspect of this research is that it could help a company to develop and improve its services to be more effective in response to customers requirements, which should eventually lead to a higher satisfaction in a long run.