ส่วนประสมการตลาดที่มีผลต่อบุคลากรองค์กรปกครองส่วนท้องถิ่นในอำเภอเมืองพะเยา ในการเลือกสินเชื่ออเนกประสงค์

Abstract

This independent study aimed to explore marketing mix affecting local administrative organization officers in Mueang Phayao district towards selection of multi-purpose loans. Data were collected from 300 local administrative organization officers in Mueang Phayao district who used to take multi-purpose loans. Data obtained were then analyzed by the statistics including frequency, percentage, and mean. Hereafter were shown summary of the studied results. The findings presented that most respondents were female in the age between 36-40 years old and married. Their education background was bachelor’s degree. They worked as government official and averagely earned monthly income at the amount of 15,001-30,000 Baht. In an overview, all seven factors of service marketing mix affected the local administrative organization officers in Mueang Phayao district towards selection of multi-purpose loans at high level with the details described below. In product factor, the top three sub-factors being ranked at the highest level were the image of the bank which reflected its fame and security, duration of term payments as needed, and the approved financial amount, respectively. In price factor, the top three sub-factors being ranked at the highest level were the possibility to specify the amount of monthly term payment as needed, the possibility to pay for the term payment in lower amount at the beginning, and the offer of lower interest rate comparing to other banks, respectively. In place factor, the top three sub-factors being ranked at the highest level were the convenient location of the bank to access, the convenient working hours, and the various channels to contact with the bank to get loan services, respectively. In marketing communication factor, the top three sub-factors being ranked at the highest level were the continuality of advertisement on media, to send the bank staff to introduce services to customers, the cooperation of the bank to support organization’s events such as to offer presents on Children’s Day and to arrange a celebrating booth for new graduates, and the offer of additional privilege for the loaning customers such as the special care from the bank and the rapid useful information being provided to the customers, respectively. In people factor, the top three sub-factors being ranked at the highest level were the staff preparing informative and complete loaning information which was easy for decision making, the generosity-the friendliness-the good human relation-and the good manner of the staff, and the staff who was knowledgeable on a certain product, respectively. In process factor, the top three sub-factors being ranked at the highest level were the appropriate method of the bank to keep customer’s information confidential without declassifying, the accurate operation system without error, and the simple steps to get loaning request approved, respectively. In physical evidence factor, the top three sub-factors being ranked at the highest level were the clear signs and marks to indicate service area in the bank, the elegant with reliable-looked dressing of the staff, and the orderliness in the bank, including the well arrangement of devices and loaning documents, respectively.