Marketing Mix and Service Quality Factors Affecting the Self-Employed Group in Deciding on the Loan Service of the Government Housing Bank in Samut Sakhon Province

Abstract

The objectives of this research were to study: 1) to compare the decision-making process for selecting loan services among self-employed clients of the Government Housing Bank in Samut Sakhon Province; and 2) factors of marketing mix and service quality that affect service decisions. The instrument used in this research was a questionnaire collected with a sample of 400 self-employed people within Samut Sakhon who applied for loans at the Government Housing Bank. Comparative analysis to determine the difference between t-test and F-test, and Multiple Regression Analysis by Enter method.

The study found that 1) personal factors such as gender, age, average monthly income, and education level were found to significantly influence the decision-making process for selecting loan services at the Government Housing Bank. 2) Marketing mix factors by product/service, place/distribution channel, promotion, people, and physical evidence, and service quality factors by concreteness of the service, and the reliability of the service, affect the self-employed group on Government Housing Bank's decision to use loan services in Samut Sakhon, statistically significant at .05.