FACTORS AFFECTING THE SELECTION OF LOAN SERVICES BY FINANCIAL INSTITUTIONS CASE STUDY OF CUSTOMER GROUPS IN MUEANG PHAYAO DISTRICT, PHAYAO PROVINCE

Abstract

This study aims to analyze demographic factors, service quality, and marketing mix elements influencing the selection of loan services by customers of financial institutions in Mueang Phayao District, Phayao Province. The findings reveal that most respondents were female, aged 21-30 years, with a bachelor’s degree, working as business owners, and earning an average monthly income of 10,000-30,000 Baht. The service quality factors significantly influencing customers' decisions included tangible aspects, responsiveness, and empathy, with a statistical significance at the 0.05 level. Additionally, marketing mix factors, particularly product and service aspects as well as marketing promotion, significantly influenced the decision-making process at the 0.05 level.