ส่วนประสมการตลาดที่มีผลต่อข้าราชการในอำเภอฝาง จังหวัดเชียงใหม่ในการใช้บริการสินเชื่อส่วนบุคคล

Abstract

This independent study aimed to study marketing mix affecting government officers in Fang district, Chiang Mai province towards using personal loan services in order to improve the offer of this service. Samples of this study were specified to 270 government and permanent officers at government units in Fang district. Questionnaires, as a tool to collect data, were distributed, in accordance with the convenient method of sampling, to people working in government units in Fang district and taking personal loan services from financial institutes in Fang district. Data were, then, analyzed by the descriptive statistics, consisting of frequency, percentage and mean. The findings presented that most respondents were married female in the age between 30-49 years old with Bachelor’s degree. They were in the position of 1st – 7th ranked civil servant and averagely earned monthly income at the amount of 10,001-20,000 Baht. Reason of using personal loan service for living was for debt payment. The results of the study on marketing mix affecting government officers towards using personal load services were shown as follows. In product factor, the respondents paid high level of importance (at the mean of 3.74), especially on the sub-factor of having skillful and knowledgeable staff to serve customers. In price factor, the respondents paid moderate level of importance (at the mean of 3.40), especially on the sub-factors of interest rates and credit limit fee, accordingly. In place actor, the respondents paid high level of importance (at the mean of 3.61), especially on the sub-factors of clean and safe building and convenient access to use services. In promotion factor, the respondents paid moderate level of importance (at the mean of 3.37), especially on the sub-factors of public-relation allowing staff to give service information at the government units and sending news and information to customers via SMS and Email.