The Approach to Increase credit payments of Upper Northeast Branch Affairs Department of The Bank for Agriculture and Agricultural Cooperatives

Abstract

The objective of this research is to find ways to increase credit payments of The Bank for Agriculture and Agricultural Cooperatives, Upper Northeastern Branch Affairs Department. The objectives of the study are study the behavior and factors that make customers decide to use credit services, to study service marketing mix affecting Bank for Agriculture and Agricultural Cooperatives, Upper Northeastern Branch Affairs Department credit payments and establish strategies for increasing credit payments of The Bank for Agriculture and Agricultural Cooperatives, Upper Northeastern Branch Affairs Department.  Mixed methods are used by using questionnaires for customers registered loan users. Bank for Agriculture and Agricultural Cooperatives, Upper Northeastern Branch Affairs Department, with the target group of 400 persons and interview form for customers registered loan service of The Bank for Agriculture and Agricultural Cooperatives, Upper Northeastern Branch Affairs Department 12 cases and 4 internal executives, who supervise loans. The results of the study found that the reason of not choosing the credit services of the Upper Northeastern Branch Affairs Department are Marketing promotion is not thorough, the process of credit approval ineffectively and not enough parking space. The solution to this problem should be focus on marketing mix, marketing promotion, service process, Service location and equipment, and personnel. The study proposed 2 strategies to increase credit payments 1) Develop the channels to reach the customer in public relations and providing off-site service. 2) Develop community in the agricultural sector according to government policy with network partners with the network Group heads and private organizations with funding.