Factors Affecting Decision Making on Small Business Loan of Government Savings Bank, Kanthararom Branch, Kanthararom District, Sisaket Province
Keywords:
Decision Making, Service Marketing, Small Business LoanAbstract
The objectives of this research were: 1) to compare the decision-making process to use the Government Savings Bank’s small business loan service according to various personal factors and 2) to study the service marketing mix influencing the decision-making process about whether to use the Government Savings Bank’s small business loan service. The samples involved 310 people who have experience using the Government Savings Bank's small business loan services at the Kanthararom Branch in Kanthararom District, Sisaket Province. Questionnaires were used to collect data. Statistics consisted of frequency, percentage, t-Test, F-test, and multiple regression analysis. The results revealed that the participants were mostly female ranging in age from 36 to 45 years old, either married or cohabitating, the highest education obtained was high school, with occupations as a food seller with an average income over 30,001 baht. The results of the hypothesis testing revealed that gender, age, marital status, and the level of education significantly influenced decision-making about the small business loan service at a statistical level of 0.05. Different occupations and average monthly incomes did not influence decision-making about small business loan services. Products and services, service personnel, and service processes influenced the decision-making for using the small business loan service at a statistically significant level of 0.05. Conversely, price, location, promotion, and physical presentation influenced the decision-making viz. small business loan service at the statistically significant level of 0.01.
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