SERVICE MARKETING FACTORS AFFECTING CONSUMER ADOPTION OF MOBILE BANKING APPLICATIONS IN BANGKOK

Abstract

This quantitative study explored key factors influencing consumers’ decisions to use mobile banking applications in Bangkok. It focused on two main areas: demographic characteristics and service marketing mix elements. Data were collected from 400 Thai nationals residing in Bangkok who use mobile banking apps, selected through convenient sampling. Statistical analyses included frequency, percentage, mean, standard deviation, t-tests, one-way ANOVA, and multiple regression. The findings revealed that demographic factors—such as gender, age, occupation, education level, and income—significantly influenced usage decisions. Additionally, service marketing mix components, particularly price, place, people, and physical evidence, had a positive impact on consumers’ adoption of mobile banking applications.