Marketing Communication and Service Quality influencing the Decision to purchase BAAC Saving Bonds among Customer in Phrae Province

Abstract

This research article aims to examine the factors influencing customers’ purchase decisions regarding the Bank for Agriculture and Agricultural Cooperatives (BAAC) Savings Lottery in Phrae Province. This quantitative research employed a questionnaire as the data collection instrument. The sample consisted of 381 consumers who had previously purchased BAAC Savings Lottery products in Phrae Province. The data were analyzed using percentage, mean, standard deviation, and multiple regression analysis.

Findings are as follows: Most respondents were female, married, self-employed, held a bachelor’s degree, and earned an average monthly income of 25,001–40,000 baht. Most had been BAAC customers for more than five years and had purchased BAAC Savings Lottery products more than five times. In addition, marketing communication factors, particularly advertising and direct marketing, as well as the service quality dimension of responsiveness to customers, significantly influenced customers’ purchase decisions regarding the BAAC Savings Lottery in Phrae Province at the 0.05 significance level.

Keywords: Marketing Communication; Service Quality; Purchase Decision; Savings Lottery; Bank for Agriculture and Agricultural Cooperatives