FACTORS THAT AFFECT TO THE DECISION TO APPLY FOR A HOME LOAN AT THE GOVERNMENT SAVINGS BANK, CENTRAL PLAZA CHAENGWATTANA BRANCH

Abstract

This research aimed to 1) study the demographic factors of service users that affected the decision to apply for a home loan at the Government Savings Bank, Central Plaza Chaengwattana branch, 2) study the marketing mix of service users that affected the decision to apply for a home loan at the Government Savings Bank, Central Plaza Chaengwattana branch, and 3) study the service quality that affected the decision to apply for a home loan at the Government Savings Bank, Central Plaza Chaengwattana branch. Data were collected from a sample group of 400 service users of the Government Savings Bank, Central Plaza Chaengwattana branch, using an online questionnaire as a data collection tool and an in-depth interview 5 officers involved in the home loan at the Government Savings Bank, Central Plaza Chaengwattana branch. The statistics used for analysis were descriptive statistics, including percentages, means, and standard deviations, and inferential statistics, including multiple regression analysis. The results shown that the demographic characteristics of the sample group of the Government Savings Bank, Central Plaza Chaengwattana Branch did not affect the decision to apply for a home loan of the Government Savings Bank, Central Chaengwattana Branch. The marketing mix factors affected the decision to apply for a home loan of the Government Savings Bank, Central Chaengwattana Branch at a statistical significance level of 0.05. The service quality affected the decision to apply for a home loan of the Government Savings Bank, Central Chaengwattana Branch at a statistical significance level of 0.05.