ความพึงพอใจของลูกค้าต่อส่วนประสมการตลาดบริการสินเชื่อเช่าซื้อรถยนต์ของธนาคาร ธนชาต จำกัด (มหาชน) จังหวัดเชียงใหม่

Abstract

The objective of this study was to evaluate the clients satisfaction towards service marketing mix of loan services for automobile leasing of Thanachart Bank Public Company Limited , Chiang Mai Province. The sample of this study were 403 automobiles loan clients in January 2014 from 13 branches of Thanachart Bank Public Company Limited, Chiang Mai Province. Data were collected by questionnaires and were analyzed by the statistical methods of frequency, percentage, average, T-Test and F- Test. The finding revealed that most of samples were male, age between 40-54 years old, married, educated at bachelor degree level were employees with an average monthly salary of 10,001 – 30,000 Baht, and had been client between 3 and 5 years. Their reason choosing the service was the appropriate rate of interest compared with the other leasing organization. They knew the company though recommendation from people they knew. Their automobile loans were between 500,001 and 1,000,000 Baht. The installment period was 72 times and they have never been client of other leasing organization. The client satisfaction towards service marketing mix of loan services for automobile leasing in overall was at a high level. The highest factor was the product. The satisfaction was at the highest level. The second factor was the personnel. The satisfaction was at the highest level. The third factor was the servicing. The satisfaction was at a high level. The fourth factor was the pricing. The satisfaction was at a high level. The fifth factor was the form of company. The satisfaction was at a high level. The sixth factor was the marketing promotion. The satisfaction was at a high level. The seventh factor was the sale channel. The satisfaction was at a moderate level. Analyzing, the product this included, satisfaction towards the name, image and reliability of the bank , this was at the highest level. In the price, the satisfaction towards the rate of interest was at the highest level. Looking at of the location, the satisfaction towards the location of the bank which was in the communities and the convenience of traveling was at a high level. Satisfaction was at a high level toward to promotion, this included advertisement through media, such as, radio, newspaper, leaflets. The satisfaction of people was at a high level, this included friendliness of the people, Process was high level, this included satisfaction towards the confidentiality for the clients. Finally the factor of the physical evidence, the satisfaction toward the modern beautiful atmosphere. The hypothesis testing of the client satisfaction towards service marketing mix of loan services for automobile leasing of Thanachart Bank Public Company Limited, Chiang Mai by the monthly salary revealed that the client satisfaction differed by the monthly salary. This mean that clients with salary of less than 10,000 Baht, between 10,001 and 30,000 Baht, between 30,001 and 50,000 Baht and more than 50,000 Baht had different level of satisfaction towards the product, sale channel, marketing promotion, personnel, and form of company at the statistical significance of 0.05, except the pricing and servicing, there was no difference revealed by the hypothesis testing. The period of being clients with the company was also factor towards the satisfaction. The clients with the period of less than 3 years, between 3 and 5 years and more than 5 years had different level of satisfaction toward the sale channel, marketing promotion, servicing, form of company at the statistical significance of 0.05, except the product, pricing and personnel, there was no difference revealed by the hypothesis testing.