Factors Affecting the Decision in Choosing Housing Loan Services Provided by Government Housing Bank in Bangkok Metropolitan Region

Abstract

The purposes of this research were to study the factors affecting the decision in choosing housing loan services provided by Government Housing Bank in Bangkok metropolitan region. By the researcher collected Data from 59 branches totaling 207 people. And data analysis using t-test, analysis of variance (One-way ANOVA) to find the relationship between demographic factors, behavior and marketing mix factors and the decision to use the housing loan service of the Government Housing Bank of the service users. And analyzing data by using multiple regression analysis for finding factors that affect the decision-making to use housing loans of the Government Housing Bank
The results indicated that most users are female rather than male. In the age range of 25-35 years, marital status, state enterprise officers and the salaries are between 15,000-30,000 baht. Result of the effective factors of decision-making to use the housing loan service of the Government Housing Bank in Bangkok and Perimeter. In the overall it is found that customers consider the factors that affect the decision-making at a high level. And the most average is product and service manager should bring information to consider and develop for customer need. Should focus on the efficacy of housing loan service and service of housing loan with potential in order to customers with the most satisfactory and maximum benefit.