THE RELATIONSHIP BETWEEN SERVICE MARKETING MIX FACTORS AND USER BEHAVIOR OF CREDIT CARD OF GOVERNMENT SAVINGS BANK IN BANGKOK METROPOLIS

Abstract

The purposes of this study were to examine marketing mix factors that were important to the use of credit cards and behavior of users of credit cards of Government Savings Bank. Also this study aimed at determining to the relationship between service marketing mix factors and user behavior of credit card of Government Savings Bank in Bangkok metropolis. The data for this study were obtained from a face-to-face survey of 350 borrowers. The descriptive statistics show frequency, percentages, standard deviation and Chi-square. It was found that most of the respondents were female, age 36-40 years old,  study at the undergraduate level, career as a Government/State Enterprises, Most of the respondents have income range of up to 20,001-30,000 baht. The results of the study revealed marketing mix factors that were important to the use of credit cards were was at a high level. Finally, there was have statistically significant relationship between service marketing mix factors and user behavior of credit card of Government Savings Bank in Bangkok metropolis at a statistical significance at 0.05 levels.