FACTORS INFLUENCING THE DECISION TO USE THE BUALUANG mBANKING APPLICATION AMONG CUSTOMERS OF BANGKOK BANK PUBLIC COMPANY LIMITED

Abstract

This study aims to examine the factors influencing customers’ decisions to use the Bualuang mBanking application of Bangkok Bank Public Company Limited. A total of 401 respondents were selected through accidental sampling, with the sample size calculated using Taro Yamane’s formula for an unknown population at a 95% confidence level. The primary research instrument was a questionnaire. Data were analyzed using both descriptive and inferential statistics. A logistic regression model combined with marginal effects was used to interpret the findings. The results revealed that gender, age, highest level of education, and average monthly income significantly influenced the decision to use the Bualuang mBanking application at the 0.05 level of statistical significance. Additionally, marketing mix factors—including product, price, place (distribution channel), promotion, service process statistical significance. These findings can be applied to the development of products and services, policy formulation, personnel, and physical evidence—were also found to significantly affect user decisions at the 0.10 level of, and strategic business planning. They offer valuable insights for enhancing competitiveness and better responding to customer needs in the digital banking environment.