Main Article Content
This research aimed to study factors affecting the frequency of Promptpay service usage of Bangkok Bank Public Company Limited customers in Amphoe Mueang Changwat Chon Buri which comprised personal factors, customer behavior of banking services, marketing mix factors towards Promptpay service usage, Promptpay service perception and Promptpay service acceptance. The primary data using questionnaires were collected from 400 customers of Bangkok Bank Public Company Limited in Amphoe Mueang Changwat Chon Buri during February to March 2018 and analyzed by logit model. The result revealed that factors affecting the frequency of Promptpay service usage at the statistical significance level of 0.10 were age, education, channel of financial transactions via internet banking, duration after Promptpay service registration, reason to use Promptpay service in term of transaction fee savings, online shopping habit and money transfer behavior. In addition, marketing mix factor in term of place or channel on the issue of Promptpay service rules and regulations, as well as the acceptance of security and reliability of Promptpay service system, could significantly explain the frequency of Promptpay service usage as well. According to this research, policy makers were able to apply the results of the study to determine strategies to encourage bank customers to use the Promtpay service.
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