RPU Journal of Business Administration

Factors Influencing Loan Customers’ Loyalty at the Government Housing Bank, Bo Win Branch

Khomsan Charoenphrom, Pornpimol Kashamath — Wed, 25 Jun 2025 00:00:00 +0700

This research aimed to investigate the causal factors influencing customer loyalty among mortgage clients of the Government Housing Bank, Bowin Branch. The sample comprised 150 loan customers who either currently held active loan agreements or were considering transferring their loans to or from the Bowin Branch. Data were collected using a structured questionnaire and analyzed using both descriptive and inferential statistics. Descriptive statistics included percentage, mean, standard deviation, while inferential statistics was multiple regression analysis.

The findings revealed that perceived service quality had a statistically significant direct effect on both dimensions of customer loyalty across four aspects: trustworthiness (β = -0.106), responsiveness (β = 0.214), assurance (β = 0.467), and empathy (β = 0.428), all at the .05 significance level. Furthermore, customer satisfaction had a significant direct influence on both behavioral and attitudinal loyalty in five key areas: satisfaction with service costs (β = 0.240), provider friendliness and attentiveness (β = 0.232), service quality (β = 0.194), service coordination (β = 0.164), and service convenience (β = 0.124), all statistically significant at the .05 level.

Deciding behavior to use the Government Housing Bank application among working age people who have used the GHB ALL GEN application in western Bangkok.

Rattanachai Suwankamchai, Chalachavan Chantalat — Wed, 25 Jun 2025 00:00:00 +0700

This study aimed to: 1) compare the decision-making behavior in using the GHB ALL GEN application of the Government Housing Bank classified by personal factors, 2) compare consumer behaviors influencing the decision to use the application, and 3) examine the acceptance and use of technology that affects the utilization of the banking application. The sample consisted of 400 working-age individuals in Western Bangkok who had previously used the GHB ALL GEN application. A questionnaire was employed as the research instrument, and data were analyzed using descriptive statistics, t-tests, one-way ANOVA, and multiple regression analysis.

The results revealed that: 1) gender did not significantly affect users’ decisions to use the banking application, while demographic characteristics including age, education, income, occupation, and marital status showed significant differences in decision-making behavior; 2) consumers with different behaviors in terms of access frequency, time of access, device used, service choices, session duration, source of recommendation, main reason for using the application, and key factors influencing usage exhibited statistically significant differences in application usage at the 0.05 level.; and 3) acceptance and use of technology significantly influenced users’ decisions in terms of system reliability, facilitating conditions, confirmation of expectations, and perceived risk. However, perceived service value, performance expectancy, effort expectancy, and social influence were found to have no significant effect on users’ decisions to use the application.

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

Jurairat Inmek, Pornpimol Kashamath — Wed, 25 Jun 2025 00:00:00 +0700

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.

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

Den Somporn, Arisara Seyanont — Wed, 25 Jun 2025 00:00:00 +0700

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.

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

Orntip Suntisiripong, Kittipong Nakornsathien — Wed, 25 Jun 2025 00:00:00 +0700

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.

Guidelines for Reducing the Return of Credit Analysis Work from the Credit Analysis Center to Branch Offices of the Government Housing Bank

Salinee Yoosuk, Kittipong Nakornsathien — Wed, 25 Jun 2025 00:00:00 +0700

This research aimed to: 1) investigate the causes that contribute to the return of credit analysis tasks; and 2) propose effective solutions to reduce the return of credit analysis tasks from the Credit Analysis Center to branch offices of the Government Housing Bank. The study employed both quantitative and qualitative research methods. For the quantitative part, data were collected using questionnaires distributed to 100 credit officers from the Eastern Regional Branch Division of the Government Housing Bank. The statistical tools used for data analysis included frequency, percentage, mean, and standard deviation. For the qualitative part, in-depth interviews were conducted with five credit officers from the same division using the Why-Why Analysis technique.

The findings revealed that: 1) the causes of credit task returns from the Credit Analysis Center to the branches stemmed from factors related to personnel, documentation, processes, and tools and equipment; and 2) the proposed solutions include organizing credit analysis training for branch officers at least twice a year to enhance their knowledge and skills, creating clear operational manuals and guidelines for credit analysis, and implementing a system for monitoring and evaluating performance to increase operational efficiency at both the branches and the Credit Analysis Center of the Government Housing Bank.

Developing the Potential for Preventing and Controlling dengue fever among village health volunteers in Khung Lan Subdistrict Area. Bang Pa-In District,Phra Nakhon Si Ayutthaya Province.

Chusri Bunuthit — Wed, 25 Jun 2025 00:00:00 +0700

This study aimed to: 1) compare the knowledge of dengue fever among village health volunteers (VHVs) before and after capacity-building on dengue fever prevention and control; 2) compare the knowledge of the planning process among VHVs in Khung Lan Subdistrict, Bang Pa-In District, Phra Nakhon Si Ayutthaya Province, before and after receiving capacity-building on dengue fever prevention and control; and 3) compare the participation in dengue fever prevention and control among VHVs in Khung Lan Subdistrict, Bang Pa-In District, Phra Nakhon Si Ayutthaya Province, before and after receiving capacity-building on dengue fever prevention and control. The target group consisted of 30 village health volunteers from Khung Lan Subdistrict, Bang Pa-In District, Phra Nakhon Si Ayutthaya Province. The data collection instrument was a questionnaire on capacity development in dengue fever prevention and control for Village Health Volunteers in the Khung Lan Subdistrict, Bang Pa-In District, Phra Nakhon Si Ayutthaya Province. Data were analyzed using descriptive statistics, including frequency, percentage, mean, standard deviation, and inferential statistics using the paired t-test.

The results of the study found that the Village Health Volunteers' knowledge of the planning process, after receiving capacity-building in dengue fever prevention and control, was significantly better than before (p < .05). Additionally, their participation in dengue fever prevention and control in the Khung Lan Subdistrict, Bang Pa-In District, Phra Nakhon Si Ayutthaya Province area, after receiving capacity-building in dengue fever prevention and control, was significantly better than before (p < .05).

A Model for Dengue Fever Control: A Case Study of Khanon Luang Subdistrict, Bang Pa-in District, Phra Nakhon Si Ayutthaya Province.

Samrerng Nonthapanya — Wed, 25 Jun 2025 00:00:00 +0700

This research aimed to study a model for dengue fever control in Khanon Luang Subdistrict, Bang Pa-in District, Phra Nakhon Si Ayutthaya Province. The study employed action research methodology. The sample consisted of 62 representatives from the community dengue fever prevention network and 350 households in areas with historical Aedes larvae indices exceeding 50%. Data collection tools included an Aedes larvae index survey form and a random household larval survey form. Data were analyzed using descriptive statistics: frequency, percentage, and mean.

The results showed that (1) the dengue fever prevention model, driven by a community network mechanism, promoted learning processes and problem-solving efforts within the community. It also enhanced skills for prevention and control of dengue fever and improved environmental factors to reduce potential mosquito breeding sites. (2) The implementation of the model resulted in a decrease in the mean House Index (HI) from 11.71 to 0.88 and the mean Container Index (CI) from 9.46 to 0.97. Random sampling surveys revealed that the HI decreased from 3.33% to 1.11%, while the CI decreased from 1.20% to 0.00%. Based on these findings, it is recommended that continuous implementation in the area should be pursued to prolong the interval of dengue fever outbreaks beyond the typical biennial cycle. Additionally, expanding activities to all subdistricts, with a focus on strengthening community networks and collaboration, would provide a sustainable approach to dengue fever prevention.

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