ปัจจัยที่มีผลต่อพฤติกรรมการใช้บริการสินเชื่อเพื่อที่อยู่อาศัยของลูกค้าสถาบันการเงิน ในอำเภอเมือง จังหวัดเชียงใหม่

Abstract

This study proposed to study the customers’ behavior of using housing loan service from financial institution in Muang district, Chiang Mai province. The factor effecting the use of housing loan service from financial institution in Muang district, Chiang Mai province was studied. Moreover,The satisfaction of service using on housing loan service from financial institution in Muang district, Chiang Mai province was evaluated. The number of 400 questionnaires were collected from sample group who received housing loan service from financial institution in Muang district, Chiang Mai province. The result on using behavior of housing loan service from financial institution in Muang district, Chiang Mai province showed that sample group mostly selected housing loan service from Kasikorn Bank. The most approval housing type of loan service is single-family house. Most of land size is 50-81 SQ.WA, pricing is 2 – 3 millionbaht. Installment period is 16-20 years. Most sample group chose loan payment by bank account deduction method. While most of them searched information from staff of financial institution. The result on factor effecting the use of housing loan service showed that product; sample group paid the most attention on the amount of loan approval and installment period. Price; sample group paid the most attention on securities assessment fee, interest rate and fire insurance. Service place; sample group paid the most attention on cleanliness, sufficient space and convenient. Marketing promotion; sample group paid the most attention on diverse loan payment channels and promotion. Staff service; sample group paid the most attention on friendly, polite, humble, fast service, accurate, fair, knowledgeable, professional, advisable and supportive staff. The result on satisfaction of service using on housing loan service showed that sample group satisfied staff services, product, and marketing promotion at highest level. While they satisfied service place and price at high level. Product satisfaction showed that sample group gave highest satisfaction on the amount of loan approval and installment period. Price satisfaction revealed that sample group gave highest satisfaction on securities assessment fee, interest rate and fire insurance. Service place satisfaction indicated that sample group gave highest satisfaction on cleanliness, sufficient space and convenient. While financial institution atmosphere and sufficient parking are the high level satisfied factor. Marketing promotion revealed that sample group gave highest satisfaction on diverse loan payment channels and promotion. While advertisement/public relation through medias such as radio, television is the high level satisfied factor. Staff service satisfaction showed that sample group gave highest satisfaction on staff who is friendly, polite, humble, sincere and honest as well as their fluent in service delivery and customer service support.