Factors Affecting the Use of Housing Loan Services among Salaried Workers (Retail Clients) in the Upper Southern and Central Regions

Abstract

This study aimed to investigate the factors influencing the use of housing loan services among salaried (retail) clients in the Central and Upper Southern regions of Thailand, specifically within the Government Housing Bank. The sample consisted of 382 clients of the Government Housing Bank. The research instrument was a five-point Likert scale questionnaire designed to measure clients’ opinions. The data were analyzed using descriptive statistics and multiple regression analysis.

Research findings revealed that brand equity factors—including brand awareness, brand loyalty, and other proprietary brand assets—significantly influenced the use of housing loan services among salaried (retail) clients in the Central and Upper Southern regions of Thailand. Additionally, perceived value factors—including emotional value, social value, quality value, and monetary value—were also found to have a statistically significant influence on the use of housing loan services among this target group at the .05 level of significance.