INTERNAL FACTORS AND SERVICE MARKETING FACTORS AFFECTING TO SELECT THE HOUSING LOAN SERVICES OF THE GOVERNMENT SAVINGS BANK IN THE SAMUTPRAKARN REGION

Abstract

The purpose of this study was to (1) study the internal factors affecting to select the housing loan services of the Government Savings Bank in the Samutprakarn Region. (2) To study the service marketing factors affecting to select the housing loan services of the Government Savings Bank in the Samutprakarn Region. (3) for information on marketing plan for the housing loan services of the Government Savings Bank in the Samutprakarn Region. The sample consisted of customers who used the housing loan services of the Government Savings Bank in the Samutprakarn Region by using convenient sampling criteria. The sample size was 400 samples. Data were analyzed by percentages, mean, standard deviation, multivariate regression analysis. Test the hypothesis at significance level 0.05. The study found that the sample was mostly male, single, age 31-40 years, bachelor's degree, employees and average income per month was 20,001-30,000 baht. The results of the internal factors hypothesis test were motivation, attitudes, perception and learning side affecting to select the housing loan services of the Government Savings Bank in the Samutprakarn Region. Statistically significant at the 0.05 level . The results of the hypothesis testing of the service marketing factors were as follows: Product, Price, Place, Promotion, Process, Physical environment and People affecting to select the housing loan services of the Government Savings Bank in the Samutprakarn Region. Statistically significant at the 0.05 level.