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Marketing mix factors affecting customers' behavior in using farmer credit cards of the Bank for Agriculture and Agricultural Cooperatives in Ratchaburi Province |
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| รหัสดีโอไอ | |
| Creator | Sukuma Lepkrut |
| Title | Marketing mix factors affecting customers' behavior in using farmer credit cards of the Bank for Agriculture and Agricultural Cooperatives in Ratchaburi Province |
| Publisher | Faculty of Management Science Nakhon Pathom Rajabhat University. |
| Publication Year | 2564 |
| Journal Title | Journal of Management Science Nakhon Pathom Rajabhat University |
| Journal Vol. | 8 |
| Journal No. | 1 |
| Page no. | 123-135 |
| Keyword | marketing mix, farmer credit card, Bank for Agriculture and Agricultural Cooperatives |
| URL Website | https://so03.tci-thaijo.org/index.php/JMSNPRU/issue/view/16821 |
| Website title | https://so03.tci-thaijo.org/index.php/JMSNPRU/index |
| ISSN | 2392-5817 |
| Abstract | This research aimed to study: (1) the customers' behavior in using farmer credit card of the Bank for Agriculture and Agricultural Cooperatives in Ratchaburi Province, as classified by personal factors; (2) the influence of service marketing mix factors affecting the customers' behavior in using farmer credit cards; and (3) the market promotion guidelines for using farmer credit cards. Mixed method research was used in this study. The research sample was 365 customers of the Bank for Agriculture and Agricultural Cooperatives derived by convenient sampling. The research instrument was a questionnaire with the acceptable content validation and reliability. The statistics used for data analysis were percentage, mean, standard deviation, t-test, one-way analysis of variance, and multiple regression analysis. Regarding the qualitative research, the key informants were 4 district managers derived by purposive sampling. Data were analyzed by content analysis. The findings of this research were as follows: 1. The customers' behavior in using farmer credit card service was statistically significantly different when classified by personal factors in all aspects. 2. The service marketing mix affecting the behavior in using farmer credit cards in the aspect of card usage per year was price (b = 1.82) and place (b = 1.75). The equation was with the predictive power of 36 percent and could be written as follow: Y = 1.01+0.48 X1 +1.82 X2** +1.75 X3 **+0.12 X4 + 0.29 X5 +0.36 X6+ 0.19 X7 3. The marketing promotion guidelines in using farmer credit cards were focusing on the clear bank's policies; using price and promotion factors to attract customers; increasing the channels to use credit cards; focusing on the comprehensive use of card and inclusive PR campaign. |
