An attitudinal assessment of proposed services for the Oregon State University Federal Credit Union Public Deposited

http://ir.library.oregonstate.edu/concern/graduate_thesis_or_dissertations/1v53k161j

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  • Oregon State Federal Credit Union (OSU FCU) members' attitudes toward proposed services, and the association between the importance rating of a "common bond" (loyalty) and use of selected services of the OSU FCU were examined. The study utilized data from the member survey commissioned in 1982 by the OSU FCU Board of Directors. Two samples were drawn for the survey. One sample (n=533) was drawn from a list of OSU FCU members who held a share draft account in their own name and had Corvallis addresses. The second sample (n=302) was drawn from a list of OSU FCU members who did not hold a share draft account, were 20 years old or older, and had Corvallis addresses. The size of each sample was representative of the respective groups in OSU FCU membership. A total of 835 members completed the four-page questionnaire for a response rate for each sample of approximately 80 percent. The two samples surveyed were combined for the analyses conducted in this study. Three general hypotheses were used to test: 1) the association between the importance of a "common bond" and selected variables; 2) the association between willingness to use an Automatic Teller Machine (ATM) and selected variables; and 3) the association between willingness to use a Visa card and selected variables. Each of the null hypotheses was tested using crosstabulations and the chi square test for independence. The level of significance was established at p≤.05. Of the 38 associations tested, 21 were significant. The importance of a "common bond" was associated with use of five OSU FCU services: daily dividend accounts, credit union loans, overdraft protection, direct deposit, and payroll deduction. A greater than expected number of users of these services agreed strongly with the importance of a "common bond". For all ten services tested, the majority of both users and nonusers agreed or had neutral feelings about the importance of a "common bond". Willingness to use both an ATM and a Visa card was significantly associated with use of five services: daily dividend accounts, automatic- transfer, overdraft protection, direct deposit, and share draft accounts. Approximately 50 percent of the users of each of the five services indicated that they would use an ATM and/or Visa card. The majority of both users and nonusers of the ten services indicated that they would or might use the proposed services. There were significant associations between willingness to use an ATM and a Visa card, and member age, occupation, and perception of the importance of a "common bond". There was an inverse linear association between age and willingness to use an ATM. However, in each age category the majority of respondents indicated that they would or might use an ATM, a finding which was also true for willingness to use a Visa card. By occupation, a greater than expected number of graduate students, graduate teaching assistants (GTA) and graduate research assistants (GRA) indicated that they would or might use an ATM and/or a Visa card. In all occupation categories, the majority of respondents indicated that they would or might use the proposed services. A greater than expected number of members who agreed with the importance of a "common bond" indicated that they would use an ATM and/or a Visa card. It was concluded that market segmentation is a viable marketing strategy for the OSU FCU; that the impact on member attitudes must be considered before the service mix is altered; and that there is a significant potential for member use of an ATM and/or a Visa card.
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