ปัจจัยที่ส่งผลต่อการตัดสินใจใช้บริการบรรษัทประกันสินเชื่ออุตสาหกรรมขนาดย่อมค้ำประกันสินเชื่อของประกอบการวิสาหกิจขนาดกลางและขนาดย่อมในจังหวัดเชียงใหม่

Abstract

The objectives of this study was to study the factors affecting the decision to service Thai Credit Guarantee Corporation for credit guarantee of small and medium entrepreneurs in Chiang Mai Province. The quantitative research technique is applied questionnaire from 500 samples are used as a data collection tool. This study employed descriptive statistics and the Logit Model application using Maximum Likelihood Estimate: MLE) technique and Marginal effect investigation. The explanatory variables in the model included the general characteristics of small and medium entrepreneurs and marketing mix factors.

The majority of samples under study were most of executives have graduated with a bachelor's degree, experienced between 6-10 years, business are retail-wholesale, having small business, period of business 1-5 years, having debt repayment potential in the term on time, with 85,001 -170,000 baht average monthly business income and 0-85,000 baht average monthly business expenses. The opinion of the sample on the important of marketing mix factors were price, product and people. The logistic regression analysis with statistically significance level of 0.01 showed that the variable which predict of samples under study decision to use Thai Credit Guarantee Corporation were various payment methods, business size and variety of products. The most problems and obstacles that products are not diverse and respond to needs.

The results of this project intensively revealed marketing mix factors for making marketing plan for development and improvement that suited small and medium enterprises demands