การตอบสนองของลูกค้าในอำเภอเมืองเชียงใหม่ต่อสิทธิประโยชน์ของสมาชิกบัตรเครดิตวีซ่าแพลทินัม ธนาคารกรุงเทพ

Abstract

This independent study aimed to investigate the responses of customers in Mueang Chiang Mai district towards Bangkok Bank Visa Platinum credit card privileges. Questionnaires were used as the tool to collect data from the holders of Bangkok Bank visa platinum credit card in Mueang Chiang Mai district. Data obtained were, then, analyzed by the descriptive statistics, including frequency, percentage, and mean. The findings presented that most respondents were female in the age of 36-40 years old with bachelor’s degree and married. They worked as private company employee whose average monthly income was higher than 45,000 Baht. The majority carried BBL Visa Platinum type of Bangkok Bank, of which the credit limit was over than 100,000 Baht. They used the credit card 2-4 times per month with less than 5,000 Baht of expense. Reason of using credit card was to purchase products or services prior to the payment. They used credit card payment for consumer products. The responses of customers in Mueang Chiang Mai district towards Bangkok Bank Visa Platinum credit card privilege on the redeem reward points for free products was rated as the highest level according to the AIDA Model. In the stage of attention, the respondents learned about the basic information of privileges from the poster at collaborative shops. Most of them knew about the privilege on redeem reward points for free products. In the stage of interest, the respondents inquired for more information from the bank’s website. They also searched for more information on redeem reward points for free products. In the stage of desire or wish towards taking privileges from the card, most respondents desired to take the redeem reward points for free products. Finally, in the stage of action, the majority intended to use their redeem reward points for free products.