The Adoption in Usage of the Government Savings Bank’s Credit Card among Government Savings Bank Clients in the Bangkok Area

Abstract

The purpose of this independent study was to study the adoption of the Government Savings Bank’s credit card among its clients in the Bangkok area, and to study the relationship between personal factors and the adoption process at each stage. The group samples were 385 customers who were 20 years old up, earnings a minimum salary of 15000 baht per month in the Bangkok area. The purposive method of sampling used was Multi-Stage Sampling. Data were collected by questionnaires and analyze by using frequency, percentage, Chi-Square and Correlation at statistically significant level .05.
The study found that most of the samples were in the age of 20 - 34 years old, earnings income between 15,000 – 30,000 Baht per month in a public company by using deposit services. These customers had been used Government Savings Bank services for more than 10 years and held credit card more than 5 from different banks. The adoption process results were as follows: There are five stages (of adoption) which samples went through: awareness, interest , evaluation , trial and adoption , which can be calculated in percentage of samples; 65.20, 41.60, 38.40, 19.00, 16.10 respectively. The research found a relationship between customers with their own cards from other banks and the adoption process customers related to awareness, interest and trial with the respective correlations as follows: 0.242, 0.138, 0.080. It was suggested that the bank should add more credit card registration channels, for instance; credit card booth at department stores and the local area etc.