The Marketing Mix affect the Confidence in Selecting the People's Bank Project Loan Service to Solve Informal Debt of The Government Saving Bank, Tha Wung Branch

Abstract

The objectives of this study were to study how gender, age, occupation, monthly income, marketing mix, and perceived value affect confidence in selecting the People's Bank project loan service to resolve informal debt. Sample, group: 333 people, using a questionnaire to collect data from a sample of 333 people, using Taro Yamane’s calculation formula, and data were analyzed using frequency, percentage, mean and standard deviation. One-way ANOVA, independent t-test and multiple regression at a statistical significance level of 0.05. The results of the study found that most respondents were female, aged 30-39 years, and were employed by a private company with an average monthly income of 15,001-30,000 baht. Most of them are still owed no more than 50,000 baht in debt payments outside the system. Because there is not enough money to cover daily expenses, the debt is overdue in the system. The purpose of choosing the People's Bank project loan is to solve informal debt because you want to close informal debt. Confidence in selecting the People's Bank project loan service to resolve informal debt is at the highest level. Age has a statistically significant effect on confidence in choosing the People's Bank project loan service to resolve informal debt. The marketing mix factors have a statistically significant effect on confidence in choosing the People's Bank project loan service to resolve informal debt of the Government Saving Bank, Thawung Branch, which were significantly different, including loan service staff factors and process factors. Factors of perceived value have a statistically significant effect at the 0.05 level on confidence in choosing the People's Bank project loan service to resolve informal debt of the Government Saving Bank, Thawung Branch, including social value and emotional value. Guidelines for increasing credit balance are creating a bond and satisfaction that will make customers feel even more confident in using the Government Saving Bank’s loan services, Thawung Branch.