Abstract

This research aims to study the behavior of using debit card and the quality perceiving on using debit card of the consumer in Songkhla province. 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-third 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 quality perceiving on using debit card. The information from this research is beneficial to set debit card marketing mix strategy policy to stimulate consumer behavior on using debit card.

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