Social Media Marketing: An Empirical Study in Cambodia Banking Sector>Quantitative Questionnaire
Tagged: Business & Management
SECTION-1: Personal Information
| 1) | Gender ☐ Male ☐ Female |
| 2) | Centro comercial Moctezuma |
| 3) | Age (years): ☐ 20-29 ☐ 30-39 ☐ 40-49 ☐> = 50 |
| 4) | What is the highest level of education you have completed? ☐ High school or less ☐ Diploma ☐ Degree ☐Postgraduate/Professional |
| 5) | How long have you been a member of this brand's Facebook page?
☐ Less than 6 months ☐ 6 months-1 year ☐ 1-2-year ☐ More than 2 years |
| 6) | Facebook E-mail address: |
| 7) | Your relationship with the bank ☐ Checking/current account ☐ saving ☐ Home loan/car loan/ property loan |
Part-A: Brand Consumption values
1.1. Functional Brand Values (refers to problem solving, information, evaluation etc.)
Direction: The following section refers to the level of functional brand value that motivates you to involve in this brand community. Please indicate () how much you agree with the following statements given below
| (5) | (4) | (3) | (2) | (1) |
| Strongly agree | Agree | Neither agree nor disagree | Disagree | Strongly disagree |
| The bank brand facebook community I involved | 5 | 4 | 3 | 2 | 1 | |
| 1 | The bank brand keeps me informed about current offerings, exclusive discounts, and exclusive bargains that most people don't know about | |||||
| 2 | By becoming a fan of this bank's Facebook page, I obtain free vouchers. | |||||
| 3 | As a member of this brand's Facebook network, I'm able to save time and money because it provides immediate answers to my questions about deposit rates, interest, and service fees, among other things | |||||
| 4 | Social media informs me about new cash point ATM centres in my neighbourhood as well as concerns encountered during transactions. | |||||
| 5 | I can now get other people's opinions and experiences with the bank before deciding whether or not to have a relationship with them. | |||||
| 6 | Customers can communicate their opinions directly to the bank through this brand's Facebook network | |||||
| 7 | I can get up-to-date information about bank accounting policies, interest rate adjustments, saving plans, and personal finance through this brand facebook community | |||||
| 8 | This brand community keeps me up to date on new banks that are opening in my neighbourhood and banks that are expanding their locations. |
1.2. Emotional Brand Values (refers to shifting service experience of emotion as value in interaction)
Direction: The following section refers to the level of emotional brand value that motivates you to involve in this brand community. Please indicate () how much you agree with the following statement
| (5) | (4) | (3) | (2) | (1) |
| Strongly agree | Agree | Neither agree nor disagree | Disagree | Strongly disagree |
| The bank brand community I involved | 5 | 4 | 3 | 2 | 1 | |
| 1 | This bank brand community is a source of aid whenever I have a problem with my loan tenure or a password threat, which produces a pleasant mood. | |||||
| 2 | On the brand's Facebook page, this bank offers reward programmes and incentives that are entertaining. | |||||
| 3 | I appreciate this Facebook page because I can meet like-minded people and have my questions answered personally. | |||||
| 4 | Social media informs me about new cash point ATM centres in my neighbourhood as well as concerns encountered during transactions. | |||||
| 5 | I appreciate this Facebook page because I am able to meet like-minded people and have my questions answered personally | |||||
| 6 | I have an emotional attachment to my bank, which has helped me out financially by providing loans and financial planning guidance, and thus works as a source of reassurance that customers are seen and valued by a company. |
Theoretical framework
1.3. Social sourcing brand Values (refers to consumers motivation to interact with product)
Direction: The following section refers to the level of social sourcing brand value that motivates you to involve in this brand community. Please indicate () how much you agree with the following statement
| (5) | (4) | (3) | (2) | (1) |
| Strongly agree | Agree | Neither agree nor disagree | Disagree | Strongly disagree |
| The bank brand community I involved | 5 | 4 | 3 | 2 | 1 | |
| 1 | I may interact with the bank brand by sharing my experiences, ideas, and know-how, for example, by publishing my thoughts on current products/services and submitting ideas for new products/services. | |||||
| 2 | I was able to connect with other members who were interested in the banking industry. | |||||
| 3 | This bank brand acts a meeting platform for customers, bankers or their employees where we can talk and interact directly . | |||||
| 4 | This bank brand acts a meeting platform for customers, bankers or their employees where we can talk and interact directly | |||||
| 5 | Brand serves as a gathering place for people to form, share, and convey their experiences. |
1.4. Relational Brand Values (refers to personalized brand interaction, desire to knowledge etc.)
Direction: The following section refers to the level of brand relational value that motivates you to involve in this brand community. Please indicate () how much you agree with the following statement
| (5) | (4) | (3) | (2) | (1) |
| Strongly agree | Agree | Neither agree nor disagree | Disagree | Strongly disagree |
| The bank brand community I involved | 5 | 4 | 3 | 2 | 1 | |
| 1 | My first-time relationship with this bank social media brand community was only based on online experiences such as after reading customer reviews and product rankings | |||||
| 2 | My relationship with brand was a result of accidental or irregular experience. | |||||
| 3 | I experience and like this brand because they are present in my favourable social media community | |||||
| 4 | I am already engaged with many communities and experienced many brands | |||||
| 5 | I establish a relationship with this brand community due to statutory obligations which are not wanted or desirable | |||||
| 6 | I am with this brand to access some important information after that I would involve in this community |
Part-B: Customer satisfaction, and brand Trust
1.5. Customer Satisfaction
Direction: The following section refers to the level of customer satisfaction that motivates you to involve in this brand community. Please indicate () how much you agree with the following statement
| (5) | (4) | (3) | (2) | (1) |
| Strongly agree | Agree | Neither agree nor disagree | Disagree | Strongly disagree |
| Customer Satisfaction | 5 | 4 | 3 | 2 | 1 | |
| 1 | I believe I did the correct thing by joining this bank's Facebook network | |||||
| 2 | I feel that this brand bank facebook page provides satisfying experience | |||||
| 3 | I feel that I am satisfied towards this bank brand facebook page | |||||
| 4 | I feel that my choice of this brand bank is wise in comparison to other brands. | |||||
| 5 | I feel that this bank brand facebook page does a good job by satisfying my needs and requirements related to products/services |
Part- C: Word of mouth
1.6. Word of mouth
Direction: The following section refers to the word of mouth that motivates you to involve in this brand community. Please indicate () how much you agree with the following statement
| Word of mouth | 5 | 4 | 3 | 2 | 1 | |
| 1 | When people ask me about this bank, I'll only tell good things about it. | |||||
| 2 | If somebody asks my advice on a bank, I'll recommend this one. | |||||
| 3 | I urge my friends and family to use this bank's services |
