RESEARCH OF THE DIFFERENCES BETWEEN INTERNAL AND EXTERNAL FACTORS THAT INFLUENCE TO GOVERNMENT SAVINGS BANK’S CREDIT CARD USAGE

Abstract

The purposes of this research study are following:  1) To study internal factors that affect the customer decision for using Government Saving Bank’s credit card.  2) To study marketing mix (7Ps) factors that affect the customer decision for using Government Saving Bank’s credit card.  3) To study social factors that affect customer decision for using Government Saving Bank’s credit card.

The sample group consists of 400 consumers who use Government Saving Bank’s in Bangkok and age over 20 year old. Questionnaire was used as the data collection instrument. Statistics used for the analysis include percentage, mean, standard deviation, t-test, analysis of variance and chi-square test. The statistical package for social science (SPSS) was employed for statistical data analysis.

The findings reveal the following.

1. Most of the respondents aged between 20-30 years old, single, bachelor degree, worked as own business and earning income of 15,001-20,000 baht per month.
2. Internal factor consisting of motivation, perception, learning and lifestyle had no effect on customer decision for using credit card.
3. External factor consisting of social, culture, reference groups and had no effect on customer decision. Otherwise, family factor influencing on customer decision for using credit card at 0.009 statistical significant level.
4. The marketing mix (7Ps) factors consisting of product, price, place, promotion, people, physical environment and process. Product, price, place, promotion and people are not significant factors that affecting customer decision. In contrast, physical environment and process are significant factors that affecting customer decision for using credit card.