SERVICE MARKETING MIX (7PS) INFLUENCING CONSUMER ATTITUDES TOWARD GOVERNMENT SAVINGS BANK CREDIT CARDS IN THE BANGKOK METROPOLITAN AREA

Abstract

The objectives of this research were 1) to study the influence of the service marketing mix (7Ps) on consumer attitudes toward Government Savings Bank (GSB) credit cards, 2) to prioritize the marketing mix factors affecting consumer attitudes, and 3) to provide guidelines for improving marketing strategies for GSB credit card products. The sample consisted of 384 consumers residing in Bangkok who hold credit cards from other commercial banks but not from GSB. Data were collected via online questionnaires and analyzed using percentage, mean, standard deviation, and Multiple Regression Analysis. The findings revealed that: 1) The overall service marketing mix (7Ps) was at a high level. Specifically, Process had the highest mean, followed by People and Physical Evidence, respectively. 2) The overall consumer attitude toward GSB credit cards was at a high level. 3) Hypothesis testing indicated that Product, Place, People, and Process significantly influenced consumer attitudes toward GSB credit cards at a.05 significance level. The independent variables collectively predicted consumer attitudes by 58.60%. The research suggests that the bank should prioritize enhancing staff service performance and developing information technology systems for application and usage processes to be more convenient and efficient, thereby fostering positive attitudes and attracting new consumer segments.

Keywords: Service Marketing Mix (7Ps), Consumer Attitudes, Credit Card, Government Savings Bank (GSB)