พฤติกรรมของลูกค้าในการใช้บัตรเครดิตธนาคารกสิกรไทย ในอำเภอเมือง จังหวัดเชียงใหม่

Abstract

This independent study aimed to examine the relationship between marketing mix factors and credit card using behavior of Kasikorn Bank credit card holders in Mueang District of Chiang Mai Province. The needed information was collected by means of questionnaire from 300 samples of K-bank’s customers distinguishable into 36 users of platinum card, 25 users of gold card, and 239 users of classic card. The analysis was based on the results of descriptive statistics and rating of various marketing mix factors by Likert scale method. The study on the group of platinum card users found that the typical credit platinum card holder would be female, married, 39 years old on the average, bachelor’s degree graduate, self-employed, and having average monthly income more than 50,001 baht. The most important marketing mix factor affecting their choice for using platinum credit card was price for the attributes of free entrance fee as well as free annual fee, and the compatibility between credit limit and income of the card holder. This was followed by the factor of place for the attributes of having many K-bank branches convenient for getting banking services, and having ATMs in several locations adequately for making money transactions. The sampled platinum credit card holders on the average have used their credit cards in this category for 6 years, had credit limit averagely 165,528 baht per person, used the credit cards 4 times per month on the average, and spent money through credit card not exceeding 5,000 baht per time. The most popular goods and services to be paid by credit card were gasoline, food and beverage, as well as apparel and accessories. Generally, the credit card payment was made in full amount. The majority of gold credit card holders were characterized as female, single, 32 years old on the average, bachelor’s degree graduate, employed in private company, and earning average monthly income under 30,000 baht. To them, the most important marketing mix factor was price for the attributes of compatibility between credit limit and income of the credit card holder and the reasonable fee for cash withdrawal. The next most important factor was place for having many bank branches convenient for getting banking services and having ATMs in several locations adequately for making money transactions. The gold credit card holders in general have used this category of credit card for 5 years, had 56,640 baht credit limit per person on the average, used the credit card about 3 times per month, and spent money through credit card no more than 5,000 baht per time. The most popular goods and services they paid for through credit card were gasoline, food and beverage, and apparel and accessories. In general, they made credit card payment at the amount of minimum due or 10 % of the outstanding payment which is no less than 1,000 baht. In the category of classic credit card, most of the card holders could be described as being female, single, 30 years old on the average, bachelor’s degree graduate, private company employee, and having average monthly income under 30,000 baht per person. The most important marketing mix factor influencing their choice for using credit card was physical presentation and creativity in terms of the use of modern technology by the financial institution in producing and issuing the credit card, and the corporate image of the financial institution that issues the credit card. The second most important marketing mix factor was place for the reasons of having ATMs in various locations sufficient enough for making money transactions, and having many shops and stores that accept the credit card. The classic credit card holders have used the credit card for 3 years on the average, received averagely 49,013 baht credit limit per person, spent money through credit card about 3 times per month and for no more than 5,000 baht per time. The most common goods and services to be paid through the use of credit card were food and beverage, gasoline, including apparel and accessories. Generally, the credit card payment was made in the full amount.