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Title: Key factors for credit card selection in Bangkok.
Authors: Chantaluck Chartuthit
Keywords: Marketing and Management
Credit card
Service quality
Word of mouth
Lifestyle and Values
Issue Date: 21-Jan-2020
Publisher: มหาวิทยาลัยมหิดล
Citation: 2019
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.
Other Identifiers: TP MM.025 2019
Appears in Collections:Thematic Paper

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