Marketing Mix Factors Influencing the Decision to Use Commercial Banking Services via Mobile Phones in Bangkok

Abstract

          This research is a quantitative research aimed at studying marketing mix factors that affect the decision-making of users of commercial banking applications via mobile phones in Bangkok. A questionnaire was used as the research instrument. that have been tested for confidence by experts and similar samples as research tools. The population is service users in Bangkok who use commercial banking applications via mobile phones. Sample group of 400 people. Statistics analyzed include mean (Mean) and standard deviation (Standard Deviation) and data analysis. The research results found that the marketing mix factors Product aspect, price aspect, distribution location aspect and marketing promotion factors. It has the greatest impact on the decisions of service users.