Key factors for credit card selection in Bangkok.

Abstract

The number of credit card consumption in Thailand has declined during the past few years. The credit card issuers have faced a challenge in this intense competition. Each company’s marketing team has to develop an understanding of consumers' behavior for implementing the desirable outcomes. The purpose of this study is aimed to find key factors that indicate Bangkok people to choose a personal credit card. The main elements that generate customer adoption in terms of credit card selection process; Service Quality, Word of Mouth, Lifestyle, and Privileges. To generate the result, the questionnaire was developed and conducted via an online survey form. Thus, the findings are for marketing to focus on the most influencing factors. The company could analyze and create the right marketing strategies for the target group.