Relationship between Marketing Mix and Krungthai Bank Customer Behavior in Kanchanaburi in Using Krungthai NEXT Application

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Abstract

The objective of this research were to study the marketing mix factors and Krungthai bank customer behavior in Kanchanaburi in using Krungthai NEXT application and to study correlations between demographic factors and the marketing mix related with their behaviors on using Krungthai NEXT application. The samples were 400 Krungthai bank customers in Kanchanaburi who have used Krungthai NEXT application. Tool of research were 10 items of behaviors on using Krungthai NEXT application check list questionnaire and the marketing mix factors questionnaire with the reliability between 0.79 – 0.91. The data were analyzed by frequency, percentage, mean, standard deviation, and chi-square test ( ).

            The research findings were as follows: 1) The behavior in using Krungthai NEXT application of Krungthai bank customers in Kanchanaburi found that most of customers have used Krungthai NEXT application more than 1 year, with more than 5 times/ month. Mostly used financial service were transfer money and paid for products/ services. They used this service because it was quick and easy. They decided to use by themselves, the period of time for used service was 13.01-18.00 pm., used via a mobile phone, and they studied and learned how to use by themselves. When customers used service in each time less than 5 minutes, and found problem about system crash and slow data accessing. Moreover, they believe that the use of this service will increase in the future. 2) The marketing mix factors of using financial service by Krungthai NEXT of customers in Kanchanaburi in overall was the highest level. For each aspect were at the highest level for 6 factors as the following; Price , Physical , Products , Place , Process , People, and Promotion at high level respectively. 3) Demographic factors related to behavior in using Krungthai NEXT application of Krungthai bank customers in Kanchanaburi mostly were occupation, age and education respectively. 4) Marketing mix factors which related to behavior in using Krungthai NEXT application of Krungthai bank customers in Kanchanaburi mostly were Physical, Products and Place respectively.

Keyword :  Marketing Mix, Krungthai Bank Customer Behavior, Krungthai Next Application