อิทธิพลของส่วนประสมการตลาดออนไลน์ต่อความไว้วางใจและความภักดีของลูกค้าในอําเภอเมืองเชียงใหม่ต่อแอปพลิเคชัน บัวหลวง เอ็มแบงก์กิ้ง ธนาคารกรุงเทพ

Abstract

This independent research aims to study The Impact of Online Marketing Mix on Trust and Loyalty of Bualuang mBanking Application, Bangkok Bank, among Customers in Mueang Chiang Mai District. By using online questionnaires as a tool to collect information from 4 5 0 consumers in Mueang Chiang Mai district who use Bualuang mBanking Application, Bangkok Bank in the period from January 2 02 1 to October 202 1 by quota sampling method Preliminary data analysis by descriptive statistics consisted of frequency, percentage, mean, and standard deviation. Multiple regression analysis was used to analyze the relationship between the influence of Online Marketing Mix on Trust and Loyalty of Bualuang mBanking Application, Bangkok Bank, among Customers in Mueang Chiang Mai District. The results showed that most of the respondents were female. Have an education level in the bachelor's degree. Most of them are single. Occupation as a Students have average income of 20,001-30,000 baht. The behavior of most respondents is as follows: the average cost of using Bualuang mBanking of Bangkok Bank in Mueang Chiang Mai District with the usage 1 -3 times/day, 1-2 years' experience. The most of financial transaction is account transfer service, family that the person influenced, the reason for using it is use other services. Respondents rate the level of influence on the online marketing mix influenced the trust of customers in Mueang Chiang Mai District towards the Bualuang mBanking application of Bangkok Bank with statistical significance at 0.05 in 4 aspects, namely marketing factors; promotion, products, prices, and specific services factors. Next, the online marketing mix influenced the loyalty of customers in Mueang Chiang Mai District towards the Bualuang mBanking application of Bangkok Bank with statistical significance at 0.05 in 3 aspects, namely marketing factors; Privacy, Place and specific services factors. Lastly, the trust influenced the loyalty of customers in Mueang Chiang Mai District towards the Bualuang mBanking application of Bangkok Bank with statistical significance at 0.05.