THE RELATIONSHIP BETWEEN BEHAVIOR AND MARKETING MIX SATISFACTION OF BUSINESS LOAN SERVICES : A CASE STUDY OF GOVERNMENT SAVINGS BANK, SARABURI

Abstract

The objectives of this research were to study behaviors of using service, marketing mix satisfaction, personal factors, and behaviors of using service to marketing mix satisfaction of using business loan services of Government Savings Bank, Saraburi. The information were collected by questionnaire from the customer using services of 400 samples. The data were investigated through frequency distributions, percentage, mean, standard deviation, and hypothesis testing using t-test Statistic, One-Way Analysis of Variance, pair wise comparisons by Scheffe’s method.

                The results of the research showed that 1) the most objectives of behaviors of using business loan services were working capital, term loans type, using first services, for 6-9 years, were allowed to have loan credit in the amount of 11,000,000 – 20,000,000 Baht, the business owner was who could decide, asked to use services by themselves, and chose to use the internet services before decision. 2) The marketing mix satisfaction as a whole was at the high level. When considering in each aspect of the personnel, distribution, physical environment, promotion, and service procedure exhibited the most average, respectively. Furthermore, the product showed the lowest average. 3) The difference personal factors; sex, age, education, type of business, time to start business of organization, registered capital of organization, average income of business, and business type effected to marketing mix satisfaction of using business loan services of the bank with different significant at 0.05 level. However, present position did not different to the marketing mix satisfaction of using business loan services of the bank. In addition, 4) different behaviors of using business loan services; the most objective to asked business loan, number of using business loan services, duration of using business loan services, approved credit line in current, source to asked of using business loan services from the bank, and source or information before decision of using service related to the marketing mix satisfaction of using business loan services of the bank with different significant at 0.05 level. But, the type of credit line and decision maker asked business loan from the bank did not different to the marketing mix satisfaction of using business loan services of the bank