Marketing Mix Factors and Technology Usage Factors Influencing Customers' Decisions to Choose Kasikornbank Public Company Limited's Credit Cards in Bangkok

Abstract

The objectives of this study were to investigate and examine the influence of marketing mix factors and technology usage factors on customers' decisions to choose Kasikornbank Public Company Limited's credit cards in Bangkok. The sample consisted of 400 current and former users of the aforementioned credit cards. A questionnaire with a reliability coefficient of 0.94 was used as the research instrument. The statistics used for data analysis included frequency, percentage, mean, standard deviation, multiple regression analysis, and simple linear regression analysis. The results revealed that the overall mean of the marketing mix factors was at a high level, whereas the overall means of the technology usage factors and the decision to choose the credit cards were at the highest level. Hypothesis testing indicated that marketing mix factors (namely Product, Price, Place, Promotion, People, Process, and Physical Evidence) and technology usage factors (namely Perceived Usefulness and Perceived Ease of Use) had a statistically significant influence on the customers' decisions to choose Kasikornbank Public Company Limited's credit cards in Bangkok at the 0.05 level. Furthermore, the marketing mix factors accounted for 92.00% of the decision to use the credit card (R² = 0.920) while the technology usage factors accounted for 83.20% (R² = 0.832).