Loan Utilization Behaviors and Styles and Factors Influencing Decision Making to Use Loan Service and Service Marketing Mix on Decision Making to Use Loan Service of Large-Level Business Customers of Upper Northeast Branch Department of the Bank for Agric

Abstract

This research aims to study Loan Utilization Behaviors and Styles and Factors Influencing Decision Making to Use Loan Service and Service Marketing Mix on Decision Making to Use Loan Service of Large-Level Business Customers behaviors, in order to be applied to adjust the approach to increase the number of large-level business customer or to approach demands of customers correctly by using related theories, for example, consumer behaviors, consumer demands, and service marketing mix 7P’s. The methodology of this research is mixed method. For quantitative research, data were collected from the sample group consisted of the existing large-level business customers with loan credit of 6 million baht and over in the area of Upper Northeast Branch department of the Bank for Agriculture and Agricultural Cooperatives (BAAC) by using questionnaires. For qualitative research, it was conducted by interviewing with executives and employees of Loan Business Department with the duty to seek for and analyze on loans of large-level business customers in Upper Northeast Branch Department. In order to find the ideas on services, products, problems, and obstacles influencing decision making to use service of large-level business customers and find the guidelines or strategies for using as the approach to increase number of large-level business customer. The results revealed that marketing mix that was highly interested and responded by the sample group included Place, People, and Product. Causes hindering large-level business customers from using loan service were inefficient Process and Promotion. The guideline for solving problems was that there should public relation on loan products for large-level business customers inside and outside the bank in order to enable employees to publicize loan products and services to existing and new customers efficiently.