The Relationships between the Service Marketing Mix Factors and the Decision Making Process to Pay for Products with QR Code of Consumer in Bangkok

Abstract

The purpose of this research was to study the relationships between the service marketing mix factors and the decision making process to pay for products with QR Code via K PLUS of Kasikorn Bank,Si Yaek Tossakan Branch.The research population was the customers at Kasikorn Bank,Si Yaek Tossakan Branch who were using K PLUS Pay. The research subject was selected using the survey sampling method. The instrument used for data collection was the questionnaire. Frequency and percentage were used for analyzing the marketing mix factors and decision making process to pay for products with QR Code via K PLUS Pay of Kasikorn Bank, while mean, standard deviation, Independent sample t-test and one-way ANOVA analysis were performed to compare the level of opinion, divided by personal factors, in the decision process to pay for the product with QR Code via K PLUS Pay of Kasikorn Bank Finally, Pearson Product Moment Correlation Coefficient was performed to test the relationships between marketing mix factors and decision making processes in using QR Code through K PLUS Pay of Kasikorn Bank.
Findings were as follows the different personal factors as gender, occupation and monthly income did not affect the customers’ decision to pay for products with QR Code via K PLUS Pay of Kasikorn Bank. However, differences in age and education level of the customers affected their level of opinion on the decision to pay for products with QR Code via K PLUS Pay of Kasikorn Bank at a significant level. Results also show that all 7 aspects of the marketing mix were related to the decision to pay for the products by QR Code via K PLUS Pay of Kasikorn Bank.