1st National and International Conference on Humanities and Social Sciences

October 31, 2014, KU Home, Bangkok, THAILAND

The Study of Demand for Financial Products of Bank Customers

in the Area Bordering Cambodia in Chanthaburi
to Prepare for Entry into the ASEAN Economics Community
. *
Dr.Somyos Tiranawatananun

360

: , ,

Abstract
This research aims to study the demand for financial products of Bank customers in the areas
bordering Cambodia in Chanthaburi to prepare for entry into the ASEAN Economic Community. This
research used qualitative research. The study samplings total of 360 Bank customers were used to collect
data by interviews and focus group discussions. The data were analyzed by descriptive statistics and
*

1st National and International Conference on Humanities and Social Sciences

October 31, 2014, KU Home, Bangkok, THAILAND
content analysis. The results found that Bank customers demand for financial products in the form of
Loan products, deposit products and other services. And the results found that small farmers,
entrepreneurs border shops, import-export enterprises, the demand for credit products as possible. And
off-farm employment relating to agriculture, the demand for deposit products as possible.
Key Word: Demand for Financial Products, Areas Bordering Cambodia, ASEAN Economic Community

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[363]

1st National and International Conference on Humanities and Social Sciences

October 31, 2014, KU Home, Bangkok, THAILAND
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[364]

1st National and International Conference on Humanities and Social Sciences

October 31, 2014, KU Home, Bangkok, THAILAND

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[365]

1st National and International Conference on Humanities and Social Sciences

October 31, 2014, KU Home, Bangkok, THAILAND
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[366]

1st National and International Conference on Humanities and Social Sciences

October 31, 2014, KU Home, Bangkok, THAILAND
(Expectancy Theory)
Vroom (Victor H. Vrooms Expectancy Theory, 1964)

(Consumer Behaviour Theory)
(Consumer Behaviour Model)
(Stimulus)
(Buyers black box)
(Buyers Response)
Kotler (2009)


1. (who constitutes the market?)
(occupants)
2. (what does the market buy?) (objects)
3. (why does the market buy?)
(objectives)
4. (who participates in the buying)
(organization)
5. (how does the market buy?)
(operations)
6. (when does the market buy?) (occasion)
(Customer loyalty)
(2551)
Oliver
1 2
3 4




[367]

1st National and International Conference on Humanities and Social Sciences

October 31, 2014, KU Home, Bangkok, THAILAND

1. (Interview) 4
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94.00
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[368]

1st National and International Conference on Humanities and Social Sciences

October 31, 2014, KU Home, Bangkok, THAILAND

4
2 3
(ATM)

(2539) 7 1)
2) 3)
4) 5) 6) 7)
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Charles &
Gareth (2013) (2551)

(AEC) Kotler
(2009)




Silver & Vegholm (2009)

. 2555.
9/2555 7 2555.
. 2556. (AEC). 22
2556 www.thai-aec.com.
. 2551. Store Loyalty classification by using neural network model.
2 (1): 26-45.
. 2556. . 22
2556 pcoc.moc.go.th/wappPCOC/views/dcontact.aspx?pv=22.
.. . - . 22 2556
chanthaburiimmigration.com.
. 2539. . -. : .
Charles, H. and Jones, G. 2012. Strategic Management: An Integrated Approach Edition. 10th ed.
Massachusetts: Cengage Learning.
Kotler, P. 2009. Marketing Management. 13th ed. New Jersey: Prentice-Hall.
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1st National and International Conference on Humanities and Social Sciences

October 31, 2014, KU Home, Bangkok, THAILAND
Silver, L. and Vegholm, F. 2009. The dyadic bank-SME relationship: Customer adaptation in interaction,
role and organisation. Journal of Small Business and Enterprise Development 16 (4).
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