Guidelines for Increasing Fixed Deposit Products of the Government Housing Bank Division 2, Bangkok-South Area

Abstract

This study employed both quantitative and qualitative research methods with the objective of investigating the causes and identifying strategic guidelines for increasing fixed deposit products at the Government Housing Bank, Division SP.2, Bangkok-South Zone. The sample comprised customers who utilized the bank’s fixed deposit services, including 5 participants for the qualitative component and 384 respondents for the quantitative survey. Research instruments consisted of structured questionnaires and interviews. Data were analyzed using descriptive statistics, Pearson’s correlation coefficient, and multiple regression analysis. The study also applied SWOT analysis to examine problem causes and TOWS Matrix to formulate strategic solutions.

The findings revealed that the decline in fixed deposit performance was primarily due to the lack of integrated marketing communication, particularly in public relations and media advertising. Additional contributing factors included insufficient staffing, the absence of promotional campaigns such as interest rate incentives, and the unavailability of online fixed deposit services. Moreover, the existing fixed deposit products did not align with the specific needs of target customer segments. Limited service channels and complex, time-consuming processes also hindered customer engagement. Recommended development strategies include diversifying fixed deposit product types to suit high-potential customer groups, launching promotional campaigns that offer competitive interest rates in line with policy rate adjustments, and enhancing financial product communication through consistent and multi-platform social media marketing to boost customer awareness and interest.