Service Marketing Mix Factors and Consumer Attitudes towards Service Quality in Electronic Applications on Smartphones of Siam Commercial Bank Public Company Limited in Mueang Udon Thani District Udon Thani Province

Abstract

This research has two objectives: 1) To study the quality of electronic application services on smartphones for Siam Commercial Bank Public Company Limited's consumers in Mueang District, Udon Thani Province, 2) To study the mix factors in marketing and consumers' attitude towards quality of electronic application services on smartphones for Siam Commercial Bank Public Company Limited's consumers in Mueang District, Udon Thani Province with the application of quantitative research based on questionnaire. The research samplings of 420 are consumers receiving services from the Siam Commercial Banks in Mueang District, Udon Thani Province. The researcher used the two-step surveys, they were quota and convenience sampling techniques. The statistics were based on frequency percentage, percentage, average, standard deviation, and multiple regression analysis. The findings are as follows: 1) the study on the quality of electronic application services on smartphones found that the opinions on the quality of the services are in high level. 2) the study on the market mix factors and consumers' attitude towards the quality electronic application services on smartphones found that the market mix factors of product, price, service outlets, marketing promotion, personnel, and consumers' attitude on the understanding of the services could predict the quality of the application services on smartphones at 54.2 percent with statistical significance at the level of 0.05 and multiple correlation coefficient equal 0.740.