พฤติกรรมและความพึงพอใจของลูกค้าในการใช้บริการสินเชื่อธุรกิจขนาดกลางและขนาดย่อมของธนาคารออมสินเขตเชียงใหม่ 3

Abstract

The present study has the objective to examine the behavior and satisfaction of consumers in using small and medium enterprises (SME) loans of Chiang Mai Area 3 Government Savings Bank (GSB). The population are totally 320 business operators who received the SME loans from GSBs in Chiang Mai that can be further set apart into two groups according to the business types namely 167 wholesalers and retailers and 153 manufacturers and services providers. The needed information was collected from these business operators using questionnaire. The analysis was based on the results of descriptive statistics and Likert’s scale rating of consumer’s satisfaction. T-test was also performed to test the difference in satisfaction level between the two groups of sub-population. The findings revealed that most people in wholesaler and retailer group were represented by female at 45 years old on the average who registered the business as a natural person, earning average business income not exceeding one million baht per year, having been in the present business averagely for 8 years, and engaging on the average six workers or employees for the business operation. Their objective of getting loans was primarily to use the money as working capital in the business. Generally, they applied for loans from GSB only once as long term (L/T) loan and received loan approval for 1,816,129 baht per person on the average. The loan was repaid averagely 26,750 baht per month for 72 monthly loan repayment installments. The most common loan collateral was building and land premise. Borrowers had to pay for loan services fee at 5,450 baht per person and for collateral price appraisal fee at 5,960 baht per person on the average. Among those borrowers who applied for overdraw (O/D) option, most of them received the O/D limit at 1,245,660 baht per person on the average and repaid averagely 11,950 baht per month per person for 112 monthly installments. Similarly, they generally used building and land premise as loan collateral. They paid loan services fee and collateral price appraisal fee at averagely 4,452 and 5,526 baht per person, respectively. Consumers in this group rated their overall satisfaction at high level with their use of SME loan services from GSB, and were satisfied the most with the product factor for the attribute of reasonable loan limit approval compared to the value of loan collateral followed by the personnel factor for the attribute of good human relation of the bank staff. The majority of consumers in the manufacturer and services provider group were found to be female, 44 years old on the average, and married. They had their business registered as natural person, earned business income in the range not more than 1.00 million baht per year, had been in the business for 9 years on the average, and employed averagely seven workers for their business operation. Their borrowing objective was to get working capital for running their business. They applied for loans from GSB in most cases only one time for long term (L/T) credit and received the loan approval for 3,196,694 baht per person on the average which was repaid averagely 31,703 baht per month for 108 monthly loan repayment installments. They generally used building and land premise as loan collateral. They paid the loan services fee and collateral price appraisal fee at 5,665 baht and 5,420 baht per person on the average, respectively. Meanwhile, those in this group who took the overdraw option on the average obtained 2,152,556 baht O/D limit per person which was repaid at 26,800 baht per month for 86 monthly installments. Like other borrowers, their loan collateral was mainly building and land premise. They also paid averagely 4,896 baht and 5,487 baht per person for loan services fee and collateral price appraisal fee, respectively. Consumers in this group rated their overall satisfaction with lending services of GSB for SMEs at moderate level. They felt most satisfied with the product factor for the attribute of reasonable loan limit approval compared to the value of their loan collateral followed by the place factor as there was adequate number of GSB branches to provide the services. From the t-test, it was found there existed difference between the two groups in overall satisfaction and specific satisfaction with the factors of price, product, place, and process of GSB in providing the SME loan services. The consumers in wholesaler and retailer group revealed their satisfaction in all aspects higher at statistically significant level than their manufacturer and services provider counterparts.