Service Marketing Mix for Increasing Business Loans from Small and Medium-Sized Enterprises (SME) of Business Loan Office 1 Government Saving Bank

Abstract

This research proposes to study service marketing mix for increasing business loans from Small and medium-sized enterprises (SME) of Business loan office 1. The representative sample is a group of entrepreneurs who are running a small or medium sized business and are SMEs business loan clients. The instruments for data collection are questionnaires in 200 persons and deeply interviewed in 20 persons. Then utilize and analyze the statistical package program with statistics: frequency, percentage, average, Standard deviation and analyze the relations of independent and dependent variables with Chi – Square and One – Way ANOVA. The study results show most of the samples are males between the ages of 36 and 45-years-old who are running Consumer Goods Products Industry and sales per year are about 41-60 millions baht. The great samples get service 3-4 times a month and have credits 21-30 millions baht. The clients expect a reasonable interest rate and service fee when compared with profits. This sample group focuses on 3 Service marketing mix factors. First factor is service marketing promotion. Secondary is product. And the last is price. The analyses from Chi-Square statistics show that the industrial sectors have effects on service behaviors of SMEs significantly at 0.05. Then determine the guidelines for increased approval business loans, that supporting from the headquarter to business loans staffs to do proactive marketing with clearly understanding product and simplify describe to the customer and key performance indicators (KPIs).