week 1 article - International Journal of Marketing Studies...

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International Journal of Marketing Studies November , 2009 151 Have Debit Cards Changed Thai Consumer Shopping Behavior? Chetsada Noknoi Economics and Business Administration Faculty, Thaksin University 140 Moo 4, Kanajanavanit Rd., Muang, Songkhla 90000, Thailand Tel: 66-8-9777-8219 E-mail: [email protected] Sutee Ngowsiri Economics and Business Administration Faculty, Thaksin University 140 Moo 4, Kanajanavanit Rd., Muang, Songkhla 90000, Thailand Tel: 66-8-1738-0957 E-mail: [email protected] Wannaporn Boripunt Economics and Business Administration Faculty, Thaksin University 140 Moo 4, Kanajanavanit Rd., Muang, Songkhla 90000, Thailand Tel: 66-8-9655-2996 E-mail: [email protected] The earlier draft of this paper was presented at the 8th International Conference on Knowledge, Culture and Change in Organisations, August, 5-8, 2008, Cambridge University, United Kingdom. It based on the study of “Behavior and Quality Perceiving on Using Debit Card of the Consumers in Songkhla Province” that was financial supported by Research and Development Institute Thaksin University, Thailand. Abstract This research aims to study the behavior of using debit cards and the quality perceiving on using debit cards of the consumers in Songkhla Province, Thailand. Questionnaires were used for data collection by purposive sampling and equally distributed to 303 consumers who held at least 1 debit card and used it 3 months before the study. The collected data was analyzed using the descriptive statistics; frequency and percentage, and the inferential statistics; Pearson chi-square at the .05 level of statistics significance. This research found that the demographic characters of the consumers were female, between 21-30 years old, and held bachelor degree. Two-thirds of consumers were students, government and company officers. More than half of them earned 5,001 – 15,000 baht per month. The research also found that the consumers had only 1 debit card and most of them were Visa type. Most of their debit cards were issued by Bangkok Bank. They owned debit card for 1-2 years. Ratio of withdraw to payment is 40:60. They used debit card for withdrawing 2-3 times a month and 1,001 – 3,000 baht each time. They used debit card for expense 2-3 times a month and 500 – 1,000 baht each time. They frequently used their debit card at department store and paid for their infrastructures. Debit card made a little change on their expense behavior especially in food and drink consumption. This research also found that most of consumers well perceived on the service quality in all dimension of tangible, reliability, responsiveness, assurance, and empathy. This research found that service marketing mixes influenced on using debit card behavior are debit card, promotion, process, physical evidences, and productivity and quality control. The research also found that all service marketing mix influenced on
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week 1 article - International Journal of Marketing Studies...

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