Factors Affecting Customers’ Behavier of Using Housing-loan Service of Financial lnstitutes in Mueang District, Chiang Mai Province

Abstract

This study proposed to study the customers’ behavior of using housing loan service from financial institution in Muang district, Chiang Mai province. The factor effecting the use of housing loan service from financial institution in Muang district, Chiang Mai province was studied. Moreover, The satisfaction of service using on housing loan service from financial Institution in Muang district, Chiang Mai province was evaluated. The number of 400 questionnaires were collected from sample group who received housing loan service from financial institution in Muang district, Chiang Mai province

The result on using behavior of housing loan service from financial institution in Muang district, Chiang Mai province showed that sample group mostly selected housing loan service from Kasikorn Bank. The most approval housing type of loan service is single-family house. Most of land size is 50 - 81 SQ.WA,pricing is 2 - 3 million baht. Installment period. Is 16 - 20 years. Most sample group chose loan payment by bank account deduction method. While most of them searched information from staff of financial institution.

The results of a study on factors affecting the choice of mortgage loan services found that the product The sample group gave the highest level of importance to the approved loan amount. In terms of price, it was found that the sample group gave a high level of importance to the appraisal fee. Interest rate and fire insurance As for the property, it was found that the sample group gave the highest level of importance to the cleanliness of the property. Sufficient seating for service and easy to travel marketing promotion It was found that the sample group gave the highest priority in terms of having a variety of channels for loan repayment and promotions. Regarding the service provided by the service providers staff, it was found that the sample group gave importance to the factors affecting the selection of home loan services. It is at the highest level in terms of employees having human relations, being polite, humble, providing fast, accurate, equal service. expertise And employees can give advice and solve problems.

The result on satisfaction of service using on housing loan service showed that sample group satisfied staff services, product, and marketing promotion at highest level. While they satisfied service place and price at high level. Product satisfaction showed that sample group gave highest satisfaction on the amount of loan approval and installment period. Price satisfaction revealed that sample group gave highest satisfaction on securities assessment fee, interest rate and fire
insurance. Service place satisfaction indicated that sample group gave highest satisfaction on cleanliness, sufficient space and convenient. While financial institution atmosphere and sufficient parking are the high level satisfied factor. Marketing promotion revealed that sample group gave highest satisfaction on diverse loan payment channels and promotion. While advertisement/public relation through medias such as radio, television is the high level satisfied factor. Staff service satisfaction showed that sample group gave highest satisfaction on staff who is friendly, polite, humble, sincere and honest as well as their fluent in service delivery and customer service support.