ส่วนประสมการตลาดบริการที่มีผลต่อผู้บริโภคในอำเภอเมืองนครปฐมในการเลือกผู้ให้บริการสินเชื่อเพื่อการเช่าซื้อรถยนต์

Abstract

This study aimed to study service marketing mix affecting consumers in Mueang Nakorn Pathom district towards selection of credit facilitator in car leasing. Questionnaires were used as the tool to collect data from 200 samples, who were consumers of credit facilitators in car leasing in Mueang Nakorn Pathom district, in accordance with the convenient sampling method. Data was analyzed by the descriptive statistics, consisting of frequency, percentage, and mean. The finding presented that most respondents were male in the age of 31-40 years old and single. They worked as private company employee, earned monthly income at the amount of 20,001-30,000 Baht, and graduated in bachelor’s degree. Most of them took car leasing credit service at once from the credit facilitator named Thanachart Public Company Limited. They mostly learned information of the credit facilitator from television/internet. Prior to making decision, they searched for more information from on-line media, especially for the information on interest rates of car leasing service. Person influencing their decision making towards selection of credit facilitator in car leasing the most was the respondents themselves. In addition, the promotion of car leasing service that the respondents were in need of the most was to offer low rate of interest. Regarding the results of the study on service marketing mix factors affecting the selection of credit facilitator in car leasing, the respondents ranked the following factors at high level of importance: place, price, process, promotion, people, product, and physical evidence and presentation, respectively. In product factor, the top elements that the respondents paid high level of importance on were reliability of a certain serviced financial institute and need of no guarantor, respectively. In price factor, the top elements that the respondents paid high level of importance on were levels of interest rate and rates of service fee such as contract change rate, registration fee, and etc., respectively. In place factor, the top elements that the respondents paid high level of importance on were convenience to contact and variety of installment payment channels, respectively. In promotion factor, the top elements that the respondents paid high level of importance on were to offer lower interest rate in comparing to regular interest rate and special offers such as lower interest in comparing to regular interest rate for repeat customers, respectively. In people factor, the top elements that the respondent paid high level of importance on were a staff who provided accurate and clear information and a staff who was responsible for his/her performance, respectively. In physical evidence and presentation factor, the top elements that the respondents paid high level of importance on were to have reliable office address and to have modern office stationaries, respectively. In process factor, the top elements that the respondents paid high level of importance on were rapidity of credit approval and simple conditions and procedures.