??????????????????????????????????????????????????????????????????????? 7P�s ?????????????????????????????????????????????????????????????????????? ???????????

Abstract

This study aims to analyze the relationship between financial literacy and themarketing mix (7Ps) that influence customer satisfaction with the services providedby GSB officers in Trang Province. A quantitative research approach was employed,collecting data from a sample of 400 respondents and analyzing it using descriptiveand inferential statistics.The findings indicate that the majority of customers are female, aged 31�40years, with primary education and engaged in agriculture. Customers generallypossess a high level of financial literacy, particularly in expectation and financialplanning aspects. Customer satisfaction with banking services is at a high level, withthe most influential factors being the physical environment, service processes, andpersonnel. Personal factors such as age, education level, income, and servicefrequency significantly impact customer satisfaction. Financial literacy factors,including expectations and risk perception, have a positive effect on satisfaction,whereas financial literacy development has a negative effect. Marketing mixelements such as promotion, distribution channels, pricing, and products significantlyinfluence customer satisfaction, while personnel, service processes, and the physicalenvironment do not have a significant impact.

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