The study guideline to increase the number of new loan members of Bank for Agriculture and Agricultural Cooperatives, Samut Prakan Branch.

Abstract

This research is the solution guidelines for increase the number of new loan members of Bank for Agriculture and Agricultural Cooperatives (BAAC), Samut Prakan Branch. The purpose to study behavior of new customers on the use of loan service, service marketing mix factors influencing decision making, and causes to apply as loan customer of BAAC, Samut Prakan Branch. Primary data were collected by using 270 questionnaires and in-depth interview conducted with 13 samples who were farmers, customers, entrepreneurs, and general people in Muang District of Samut Prakan Province. Secondary data were collected from references, related researches, articles, internet articles, and information from various types of media. The results revealed that most samples were female with the age ranged from 30-39 years. They were single and had other occupations besides farming. Their average income was ranged from 15,001-20,000 baht. They graduated in Bachelor Degree and they acknowledged on loan for spending as their expenses. They chose BAAC because it was a government bank and they contacted the bank to apply for loans at the branch twice a year. They made decision by consulting with their families. Their required credit limit was ranged from 100,001-500,000 baht. For service marketing mix factors, it was found that loan products must be able to be approached easily in all levels (= 4.35, S.D. = 0.55), there must be no fee (= 4.39, S.D. = 0.56), there must be near branches that could be contacted conveniently (= 4.44, S.D. = 0.60), there must be promotions that helped to reduce amount of security (= 4.34, S.D. = 0.64),  service employees should dress politely and appropriately (= 4.49, S.D. = 0.58), there must be explicit documents for suggesting procedures of loan application (= 4.31, S.D. = 0.58), and there must be near branches that were convenient for customers (= 4.41, S.D. = 0.63). For perception on demands, they demanded staffs to suggest appropriate loan products (= 4.27, S.D. = 0.56), it must be convenient for them to contact the bank by themselves (= 4.28, S.D. = 0.56), and staffs must provide explicit explanation on procedures of loan application and approval (= 4.23, S.D. = 0.54). For decision making to buy loan products, there must be staffs for providing explicit suggestions on loan products (= 4.36, S.D. = 0.60), and they must be able to check their own balance via Application A-Mobile of BAAC after using service (= 4.23,S.D. = 0.60), they expected good and rapid services from staffs (= 4.44, S.D. = 0.61); there must be clarification on details of products clearly and appropriately (= 4.32, S.D. = 0.58), and there would be word of mouth if they received good services (= 4.24, S.D. = 0.61). From the study, it was found that the guidelines for solving problem was adding loan products with diversity that were not limited to agricultural field to customers who contacted with the branch in order to enable BAAC, Samut Prakan Branch, to expand its loan products with increased number of customers who demanded to use various types of loan products.