พฤติกรรมและความพึงพอใจของลูกค้าที่ใช้บริการสินเชื่อเคหะของธนาคารออมสินเขตเชียงใหม่ 2

Abstract

The present study has the objectives to examine the seven marketing mix factors and to understand the behavior as well as satisfaction of customers related to the housing loan services provided by the Government Savings Bank, Chiang Mai Area 2. Questionnaire was designed to collect the needed information from 133 samples of customer using such services provided by GSB’s branches in city areas and 167 samples of those using services of GSB’s branches in out-of-city areas, comprising totally 300 samples. The analysis was performed upon the results of the samples’ importance ranking of various marketing mix factors and expression of satisfaction based on Likert scale rating method. The findings revealed that generally the customers using GSB’s city area branches could be described as female, married, 40 years old on the average, with bachelor’s degree education, private business employee or government worker or self-employed by occupation, and having 35,206 baht on the average monthly income. The most important marketing mix factor influencing their decision to use GSB’s housing loan services was price as the GSB’s loan interest rate was lower compared to the rates set by other financial institutions. The second most important was the product factor for the reason that this housing loan allows the maximum loan limit up to 95 % of the assessed asset value. This was followed by the factor of place because the GSB branch offices are located in the neighborhood of the customers’ workplace and residence. The samples in this group have been the customers of the GSB for 8 years on the average. Their housing loan borrowing objective was commonly for the purchase of land including house, predominantly a one-storey detached home on averagely 78.9 square wah of land. On the average, each housing loan applicant got approval for 1.5 million baht loan with 23 years term of loan maturity and 11,163 baht monthly repayment installment. The samples in this group expressed their overall satisfaction with the GSB’s services at high level. Specifically, the high satisfaction was placed firstly on the low loan interest rate in comparison with the rates set by other financial institution and secondly on the service-minded nature of the GSB personnel. Most customers of the GSB’s out-of-city branches were female, married, 37 years old on the average, bachelor’s degree graduate, employed in private business company or personal business or government agency, and earning averagely 40,263 baht monthly income. The first most important marketing mix factor affecting their decision to get housing loan from the GSB was price since the loan interest rate here was lower than those charged by other financial institutions. The next most important factors in descending order were product because this housing loan allows loan approval up to 95 % of the assessed asset value and personnel for the GSB workers having demonstrated their knowledge, capability, skill, and expertise in providing housing loan services. The samples in this group have been customers of the GSB for 11 years on the average. Their housing loan borrowing objective was to finance the purchase of land with house, commonly a one-storey detached home on averagely 82.4 square wah of land. Each housing loan applicant got the approval for 1.6 million baht loan on the average, with 24 years term of loan maturity and 12,171 baht monthly loan repayment installment. The samples in this group expressed their overall satisfaction with the GSB’s services at high level. Particularly, their high satisfaction was placed firstly on the product factor because of the relatively low loan interest rate and secondly on the personnel factor for the competence and professional services of the GSB’s workers.