ปัจจัยที่มีผลต่อการเลือกใช้บริการสินเชื่อโครงการ ธนาคารประชาชนของลูกค้าธนาคารออมสิน สาขานิคมอุตสาหกรรมลำพูน

Abstract

This survey research aimed at analyzing (1) behaviors of the samples who used loan services, 2) factors affecting customers’ choices of using services and 3) the satisfaction of customers towards the People’s Bank Project of Government Savings Bank, NikomAudsahakamLamphun Branch. Population in this study werethe customers who used services in People’s Bank Project of Government Savings Bank, Nikom Audsahakam Lamphun Branch. Data were collected from the customers who used services which were approved in People Bank Project of Government Savings Bank, NikomAudsahakamLamphun Branch from 1 January 2014 to 31 December 2014. There were 340 samples in this study. Data were analyzed by using descriptive statistics and ranked by using a rating scale according to the idea of the Likert scale. In addition, Chi-Square test was used to test the relationship of behaviors of the customers who used services in the People’s Bank Project of Government Savings Bank at the significance level of 0.05. It was found that most of the customers were male (60.9 %), aged between 21-30 years old (37.6 %), with the monthly salary of 9,000-15,000 baht (39.4 %). Results from the study showed that most of the consumers used service for the purposeof consumption (65 %). OF the consumers, 87% used this service for the first time. Most of them were loaned an amount of 100,001-200,000 baht (57.1 %) with approved amount of not over 50,000 baht (41.2 %). The loan was also guaranteed by a person (88.5 %) with the interest of 0.75 % / month (77.1 %), installment period of 8 years (44.1 %), and amount of installment of over 3,000 baht/ month (60.9 %). The consumers paid via the Government Savings Bank counter (52.1 %), and they were suggested by relatives, siblings, or friends (65.3 %). Results from studying factors affecting people’s choice of using the People’s Bank Project of Government Savings Bank, Nikom Audsahakam Lamphun Branchfound that factors which most affected people were price, product, and distribution respectively. Results from studying the satisfactions of customers for using the People’s Bank Project of Government Savings Bank, Nikom Audsahakam Lamphun Branch found that customers had level 1 of satisfaction in each of the following factors. In terms of products, amount of loan was highly approved. In terms of price, a fee for assets evaluation was low. In terms of the distribution, customers can pay in many ways. In terms of marketing promotion, the bank provided gifts and souvenirs for customers on special occasions. In terms of the personnel, officers providedconvenient and fast contact. In terms of the physical environment, the bank had sufficient and modern devices for service.