พฤติกรรมและความพึงพอใจของลูกค้าบริษัทบัตรกรุงไทย จำกัด (มหาชน) ต่อการใช้สินเชื่อบัตรกดเงินสดในอำเภอเมือง จังหวัดลำปาง

Abstract

This independent study aimed to analyze the consumer’s behavior and satisfaction of using credit card of Krungthai Card Public Company Limited (KTC) in Mueang district, Lampang province. The sample size in this research is 400 cash card holders which consisted of 160 people who applied through Krungthai Bank and 240 people applied through KTC. The data was analyzed through descriptive statistics. The satisfaction service was analyzed by using marketing mix theory (7P’s). Other data were analyzed by using Likert Scale. Moreover, a test of the difference of satisfaction of the sample between sample has applied through Krungthai Bank and sample has applied through KTC. The result found that the sample who has applied through the Krungthai Bank , were mostly single women, with an average age of 36 years, a career government officer or employees of state enterprises, holdings bachelor's degree, with an average income per month between 10,001 - 20,000 baht. The objective of using cash credit card is for emergency. The approved average of credit limit is 62,350 baht. The number of times of withdrawal per month only one-time cash what it's uncertainly. The interest fee per month is 453.50 baht. Payment generally did at Krungthai bank. The overview of sample is very satisfied. The first satisfaction is credibility and image of KTC, The second is the distribution channels such as the number of location, convenience for payment channel and the third is personal for example, service mind, counseling and problem solving skill of staff. For the sample was applied through KTC, were mostly single women, with an average age of 37 years, a career government officer or employees of state enterprises, holdings bachelor's degree. With an average income per month is between 10,001 - 20,000 baht. The objective of using cash credit card is for emergency. The approved average credit limit is 65,126 baht. The number of times of withdrawal per month only one-time cash what it's uncertainly. The interest fee per month is 519.58 baht. Payment generally did at Krungthai bank. The Overview of sample is very satisfied. The first satisfaction is credibility and image of KTC, The second is distribution channels such as the number of payment and adequacy of the ATM and the third is product as convenience to using cash credit card, the amount of credit approved.Those who applied through the Krungthai Bank were generally more satisfied in people section of marketing mix than the sample who applied through the KTC with statistical significance. The satisfaction of the remaining (6 factor of marketing mix), the two groups are satisfied, no difference with statistical significance.