Main Article Content
This research aims to study the relationship between personal factors and the marketing mix and service factors of Government Saving Bank headquarters for making decision on using loan services by small entrepreneurs. The sampling group consisted of customers currently using loan services from the Government Saving Bank with total of 400 individual. The study is a survey research. The research instrument used to collect the data was questionnaires. The data analysis used inferential statistics with significance level of 0.05 and a relative level t-test, F-test, ANOVA analysis (One-way ANOVA), regression analysis and correlation step (Multiple Regression Analysis- Enter). The finding of this research contended that personal factors related to factors associated with the decision to use loan services from Government Saving Bank Headquarters where the overall were the female gender, aged between 25 -34 years old, graduated higher than bachelor degree, earning salary around 10,001-20,000 Baht, and liabilities at 50,001 Baht or above. According to the marketing mix and service factors associated with the decision to use loan services from Government Saving Bank Headquarters, the research finding pointed out that at the overall, customers agreed with the marketing mix factors associated with the decision to use loan services from Government Saving Bank Headquarters at the high level.