The Influence of Service Marketing Mix, Service Quality, and Corporate Social Responsibility on Home Refinance Loan Decision Making in Chiang Mai
Keywords:
service marketing mix, service quality, corporate social responsibilityAbstract
This study examines the influence of service marketing mix, service quality, and corporate social responsibility on decisions to apply for mortgage refinancing in Chiang Mai province. The objective was to study how these factors impact mortgage refinancing decisions in the Chiang Mai area. The research employed a mixed-method approach. The qualitative component utilized interviews as a tool, conducting interviews with existing mortgage refinancing customers until data saturation was reached. The quantitative component used questionnaires to collect data from 400 prospective mortgage refinancing applicants, selected through non- purposive random sampling.
The study found that service marketing mix factors including product, process, and service environment, service quality dimensions including tangibility of service, responsiveness to service needs, creating confidence for service users, individual customer care, and corporate social responsibility all influence the decision to apply for mortgage refinancing. The study showed that survey respondents held relatively consistent opinions in the same direction. These findings can be applied as guidelines for developing service marketing mix elements related to financial institution operations, as a framework for customer service operations to meet financial institution customers' needs, and as a direction for promoting corporate social responsibility initiatives in the future.
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