THE SERVICE USAGE BEHAVIORS AND MARKETING MIX NEEDS THAT AFFECT THE DECISION TO USE THE GOVERNMENT WELFARE LOAN SERVICE AT THE GOVERNMENT SAVINGS BANK (GSP), SURAT THANI AREA 2

Abstract

The present study aims to examine the service usage behaviors and marketing mix needs that affect the decision to use the government welfare loan service at the Government Savings Bank (GSP), Surat Thani Area 2. The research population is 5,878 customers applying for the new and ongoing existing loans of the government welfare loan service at all 12 branches of GSB Surat Thani Area 2. A sample size of 375 was determined based     on the Taro Yamane method. The data were collected by means of questionnaires and calculated for percentage and standard deviation for the quantitative statistics. The independent sample t-test, one-way ANOVA, regression analysis, and Pearson Product Moment Correlation Coefficient were performed to analyze correlations of the variables.

Results are described as follows. The needs for marketing mix were at a high level. The highest rated aspect was product, followed by personnel and distribution channels both of which were at a moderate level.  The decision to use the government welfare loan service at the GSB Surat Thani Area 2 was also at a high level. The long-term repayment period was rated at the highest average, followed by the free loan service fee. While the lowest average score was the interest rate, at a moderate level.

An analysis of the relationship between the service usage behaviors and decisions to use the government welfare loan service showed that differences in objectives and amount of loans (both of old and new loans)  affected the decision making in using the  government welfare loans at the GSB Surat Thani Area 2.  Moreover, the needs for marketing mix in terms of distribution channels, physical characteristics had a somewhat low but positive correlation with the decision to use the government welfare loan service at the GSB, Surat Thani Area 2.