THE MARKETING MIX FACTORS OF THE SERVICE BUSINESS THAT AFFECT THE DECISION MAKING PROCESS IN USING QR CODE PAYMENT VIA MYMO PAY OF THE GOVERNMENT SAVINGS BANK (GSB), PHUNPHIN BRANCH, SURAT THANI

Abstract

A study of the marketing mix factors of the service business that affect the decision making process in using QR Code payment via MyMo Pay of the Government Savings Bank (GSB), Phunphin Branch, Surat Thani aims to 1) study the marketing mix of QR code payment via MyMo Pay; 2) study the  decision making process of using QR Code payment via MyMo Pay; 3) analyze the relationship between  personal factors and the decision making process of using QR Code payment via MyMo Pay; and 4) analyze the relationship between marketing mix factors and the decision making process of using QR Code payment via MyMo Pay of the customers of the GSB, Phunphin Branch, Surat Thani province. 

The population of this study is 1,122 MyMo Pay subscribers of the GSB, Phunphin Branch, Surat Thani Province. The total sample size of 295 was determined using the Yamane formula. The research data were collected by means of questionnaires.  The obtained data were calculated for percentage and mean of the customers’ personal factors and for mean and standard deviation of the marketing mix and decision making process of using QR Code payment via  MyMo Pay. An analysis of the relationship between customers’ personal factors and their decision making process of making QR Code payment via MyMo Pay were performed using an independent sample t-test and one-way ANOVA. The relationship between marketing mix and the decision making process of using QR code payment via MyMo Pay was analyzed using Pearson Product Moment Correlation Coefficient.

Results of the study are as follows.

All factors of the marketing mix of QR Code payment via MyMo Pay of GSB were rated at a high level. The highest three factors were process of serving, distribution channel and its physical aspect, respectively.

The overall decision making process of using QR Code payment via MyMo Pay was at a high level. The highest two were decision to use the service and post-purchase evaluation, followed by choices evaluation; while the search query had the least average score.

An analysis of relationships between the services marketing mix and decision making process of using QR Code payment via MyMo Pay revealed that the marketing mix factors of products, pricing, marketing promotion, service personnel, service process and physical characteristics of the product had a significant correlation with the perception of demand in the decision making process. The marketing mix of price was related to search query; and finally, sales channel was related to marketing promotion and post-purchase evaluation in the process of decision making in using QR Code payment via MyMo Pay of the GSB, Phunphin Branch, Surat Thani province.