Factors Influencing the Selection of Deposit Services by Customers of the Government Housing Bank, Sattahip Branch, Chonburi Province

Abstract

The findings revealed that: 1) there were no significant differences in the selection of deposit services among respondents with different personal factors, including gender, age, marital status, education level, occupation, and average monthly income.; 2) consumer behavior—including reasons for choosing deposit services, financial transaction channels, preferred time of contact, frequency of service usage, types of transactions, and persons involved in decision-making—had no impact on service selection; and 3) the marketing mix factors (7Ps), product, price, process, and physical evidence significantly influenced customers’ selection of deposit services, while place (distribution channels), promotion, and people (employees) did not have a significant effect on decision-making.