Meaning and Needs to Use Service of Elder Government Officer Retired in The Credit Union’s National Institute of Development Administration (Nida)

Abstract

The purpose of this research are study at meaning and needs to use service of the elder in government officer retired in the credit union’s national institute of development administration (NIDA). The research was qualitative research using Nonprobability Sampling, Criterion based selection and Snow Ball Sampling.This research used in-depth interview unstructured interview unstructured interview and focus group form interviewed key informant are the elder in government officer retired who used service of the credit union’s national institute of development administration (NIDA) including 20 person, because of Thomas T. Macmillan theory found that finding the optimal master data of 17 or more would reduce the error rate to 0. 2 and triangulation theory to be the main tools. The data was analysis by used transcription, then individual motivation to conclude induction. The result of the study showed that the most of people on the service who has needs to use service of the elder in government officer retired in the credit union’s national institute of development administration (NIDA) ageing on 60-85 years old. They needs to require the service of loaning money for pay by installments of the house and saving the money for future retired life. The marketing strategies of the credit union’s national institute of development administration (NIDA) that affecting to selected on the service of elder customer were 1) Product strategy that showed a customer has satisfied with the diversity service such as kind of saving packet or loaning packet. 2) Price strategy about interest that the credit union has lower more then another bank. 3) Place strategy that the location of the credit union was convenient to travel. The facilities for accessing the services of elderly people are clean. 4) Promotion strategy that the service staff have a good personality, beaming, willing and loving in service. Resists pressures from elderly customer. Able to listen and advise as a consultant to the customer as well.