The Bank’s digital lifestyle marketing strategy that influences the decision to use the K Plus application of consumers in Bangkok and its surrounding provinces

Abstract

The objectives of this research were to 1) study the opinions of K PLUS application users towards
the digital lifestyle marketing strategy of Kasikorn Bank, 2) study their decision making to use K PLUS
application, and 3) analyse the influences of the Bank’s digital lifestyle marketing strategy on the decision
making to use K PLUS application. Data were collected from 400 users of K PLUS application in Bangkok
and its surrounding provinces, and were analyzed using percentage, mean, standard deviation, simple
regression, and multiple regression.
The findings revealed that most of the respondents who used K PLUS application were female
university students at age 20-24 years old with an average monthly income lower than 40,000 baht.
The usage time is 1-15 minutes and the most frequently-used transaction was money transfer.
The respondents strongly agreed that K PLUS application could respond to any of their financial service
needs anywhere and anytime, build customer embedded trust, and be considered as an option whenever
they want to do financial transactions. Moreover, when satisfied, the users tend to recommend K-Plus
application to others. They also agreed that K PLUS application could deliver responses beyond normal
banking services. According to hypothesis testing, the Bank’s digital lifestyle marketing strategy in terms of
responding to customers’ financial service needs anywhere and anytime and building customer bedded
trust, had influenced their decision making to use K-PLUS application at a statistical significance level of 0.05.
The findings of this research could be applied to uplift efficiency of the Bank’s digital lifestyle marketing
strategy, and be extended to generate related quality studies among scholars and researchers.