Marketing Mix Factors Affecting the Government Savings Banks Customers’ Decision in Using Credit Card, Banglen Branch Nakhon Pathom

Abstract

        This study aimed to examine Government Savings Bank customers’ demographics and marketing mix factors affecting their decision in using credit card. Data was collected using questionnaire to the customers of Banglen Branch in Nakhon Pathom (n = 400). Then data was analyzed using frequency, percentage, mean and standard deviation. Hypotheses were tested by t-test, One-Way ANOVA and Multiple Regression. It was found that the majority of the respondents were female. The majority of the respondents’ age are between 31-40 years old with bachelor's degree education and are civil servants or state enterprise employees. The hypothesis testing found that customers with difference gender, age and occupation had difference decision in using credit card. Meanwhile marketing mix effected respondents’ decision in using credit card are product, process and physical environment.