The Guidance of Increasing the Amount of Guaranteed Savings Lottery Loans: A Case Study of BAAC Southern Zone, Chiang Mai Province
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Abstract
The purposes of this study were (1) to investigate why customers did not use the guaranteed
savings lottery loan service (2) to examine customers’ perceptions affecting their decisions to use
the guaranteed savings lottery loan service, and (3) to investigate the marketing mix factors
affecting their decisions to use the loan service of the collateral savings lottery. This research was
mixed method by using quantitative and qualitative research. The questionnaire and interview
forms were used for collecting data from the sample group who came to use credit services at the
Bank for Agriculture and Agricultural Cooperatives in the Southern Zone, Chiang Mai Province
in 5 branches, namely Hang Dong Branch, San Pa Tong Branch, Thung Siew Branch, Chom Thong
Branch and Mae Soi Branch with total 372 respondents. The study found customers’ perceptions
affecting their decisions to use the savings lottery as loan collateral. The marketing mix factors
(product, promotion, physical evidence, and process) affecting their decisions to use the savings
lottery as collateral with statistically significant at 0.05.
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