THE MARKETING MIX AFFECTING THE GOVERNMENT SAVINGS BANK’S CREDIT CARD OF SAMUTSONGKHRAM BRANCH

Abstract

The purpose of the study was to investigate the “marketing mix” factors affecting the use of credit card services in Samut Songkhram Branch. The relationship between marketing mix and willingness to use the credit card service has also been discussed. The instrument used in the study was a questionnaire. In the data collection, the questionnaire was closed by 400 convenient sampling method. The descriptive statistics were percentage, mean, standard deviation and reference statistics. The hypothesis test was used to test the hypothesis at the significance level of 0.05.

The study indicated that most of the respondents were female, aged from 31 to 40, with the occupation of government officials, state employees, and the general employees. The average monthly income of the sample was between 15,001 ~ 30,000 baht. The result of the hypothesis testing showed the marketing mix of the price product in the distribution channel. The marketing promotion process and physical affection  of the willingness to use the credit card service of Government Savings Bank, Samut Songkhram Branch statistically significant at the 0.05 level. The marketing mix of employees did not affect the willingness to use the credit card service of the Government Savings Bank, Samut Songkhram Branch.