FACTORS RELATED TO DECISION TO USE FINANCIAL LOAN SERVICES OF THAI COMMERCIAL BANKS BY SMEs ENTREPRENEURSIN UBON RATCHATHANI PROVICE

Abstract

The purposes of this research were 1. To study the level of important of services marketing mix, corporate image, and customer relationship management 2. To examine the relationship between personal factors and the decision making to use financial services 3. To study the relationship between service marketing mix, corporate image, customer relationship management, and the decision making to use financial services. Samples were 382 SMEs entrepreneurs in Ubon Ratchathani Province. Cluster sampling was used in this study for selecting three districts in Ubon Ratchathani Province. The Instrument of this study was a questionnaire with a coefficient of reliability of 0.97. Data were analyzed by descriptive statistics, frequency, mean, and correlation by Eta, Phi & Cramer's V.

The research results were as follows 1. The samples’ perceived important levels of service marketing mix, corporate image, and customer relationship management were generally high. Order of important levels was as follows: customer relationship management, corporate image, and service marketing mix respectively. 2. The correlation results shown that personal factors include age, business time, and income moderate positive significant correlation with the decision to use financial services of Thai commercial banks respectively. The marketing mix moderate positive significant correlation with the decision to use financial services of Thai commercial banks and the best element of marketing mix was product. Corporate image moderate positive significant correlation with the decision to use financial services of Thai commercial banks and the best element of corporate image was brand image. Meanwhile customer relationship management moderate positive significant correlation with the decision to use financial services of Thai commercial banks and the best component of customer relationship management was customer relationship building program. Overview, three factors moderate positive significant correlation with the decision to use financial services of Thai commercial banks was as follows: service marketing mix, corporate image, and customer relationship management respectively.