THE INVESTIGATION OF INFLUENCES OFMARKETING MIX ON CUSTOMER ATTITUDE TOWARDS SMARTPHONE APPLICATION OF SIAMCOMMERCIAL BANK PUBLIC COMPANY LIMITED IN UDONTHANI PROVINCE
Keywords:
consumer attitudes, mobile banking, e-marketing mix, smartphone applicationAbstract
The purpose of this paper was to investigate the potential influence of the mobile banking (M banking) service scape on customer attitude. This paper investigates the influence of the marketing mix on customer attitude towards smartphone application of Siam Commercial Bank Public Company Limited in Udonthani province. Data were collected from 420 samples by using a multistage technique. The regression modeling technique was employed to analyze the conceptual model and test the proposed set of hypotheses. The results showed that Mobile banking’ s marketing mix was a strong predictor of customer attitude towards Mobile banking, especially, people, process, and servicescape factors had significantly influenced on the customer attitude.
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