Marketing Mix for Service Business and Use of Technologies Influencing People’s Decision to Use Mobile Banking in Bangkok

Abstract

               The purpose of this research was to study the marketing mix factors of service businesses that influence the decision to use mobile banking services in Bangkok and to explore the factors using technology that influence the decision to use mobile banking services in Bangkok through a random sampling of 401 people by studying demographic characteristics consist of gender, age, education level, income, and status. Including factors influencing the marketing mix (7P) are studied, namely products, prices, and distribution channels. Marketing Promotion, Process, People, Physical Characteristics, and the study of technology-related factors, including safety, the perception of ease, the perceived benefit, and the recognition of trust tools used in education, is a questionnaire. The reliability was 0.906. The statistics used in the data analysis were descriptive statistics, including the use of frequency distribution tables (Frequency), Percentage (Mean) and Standard Deviation (Standard Deviation), and inferential statistics. T-Test, F-test, and Multiple Regression analysis            
             The analysis showed that demographic factors, gender, age, education, income, and status, the results of the statistical hypothesis test concluded that there is no influence on the decision to use mobile banking services and marketing mix factors, consisting of products, prices, distribution channels, Integrated Marketing Communication, Process, People, and Physical Characteristics, had a positive influence on the decision to use mobile banking service of people in Bangkok and technology utilization factors, including safety in use and perceived ease of use perceived benefits recognition of trust in use had a positive influence on the decision to use mobile banking services of the people in Bangkok.