การตอบสนองของสมาชิกบัตรในอำเภอเมืองเชียงใหม่ต่อสิทธิประโยชน์ของบัตรเครดิตธนาคารทหารไทย

Abstract

This independent study aimed to explore responses of card members in Mueang Chiang Mai district towards benefits and privileges of TMB credit cards. The concept applied to this study was the four stages of AIDA Model: Attention, Interest, Desire, and Action. The data were collected by questionnaires distributed to 300 respondents who were TMB credit cardholders and were TMB active card members in Mueang Chiang Mai district. The data were analyzed by the descriptive statistics, including frequency, percentage, and mean. From the study, it revealed that the TMB card members were female, aged between 31-35 years old with Bachelor’s degree and single. They worked as employee of private company and earned monthly income at the amount of 30,001-45,000 Baht. Regarding the behavior of using credit card, the findings presented that the respondents held TMB So-Chill card, of which the line of credit was granted at the amount of 50,001-100,000 Baht. They used the credit card at 5-7 times per month for the total amount of 15,001-25,000 Baht. The reason of using the credit card was to purchase goods and services but to be charged at the later time. They used the credit card to purchase consumer products. According to the study on opinions of the credit card members towards the decision making stages of the credit card’s benefits and privileges, their overall opinions were found at agree level. The four stages of decision making were ranked as follows: Desire, Action, Interest, and Attention, respectively. Hereafter were shown the responses of those credit card members towards benefits and privileges of TMB credit cards. The credit card members responded to the 0% interest on 3-month installment payment at the highest level, in accordance with the AIDA Model. In the Attention stage, the respondents were informed about the basic information on the benefits and privileges of the credit card from a flyer enclosed with an invoice and knew about the its privileges that offered 0% interest on 3-month installment payment. Their response in the Interest stage was to contact the TMB bank officer when they needed of further information, especially on the 0% interest on 3-month installment payment. In the Desire stage, most respondents intended to take the 0% interest on 3-month installment payment. In the Action stage, the majority used to take the 0% interest on 3-month installment payment.