Factors Affecting Customers' Decision to Choose between Government Housing Bank and Government Saving Bank for a Home Loan in Bangkok Metropolitan Region

Abstract

This study aimed to (1) study and compare the behavior in choosing housing loan services, (2) examine the relationship between demographic and the banks selected for housing loan services, and (3) study and compare the differences in the level of satisfaction with the marketing mix (7Ps) in choosing housing loan services between the Government Housing Bank (GHB) and the Government Savings Bank (GSB) in Bangkok Metropolitan Region. A total of 400 samples were collected through questionnaires. The data were analyzed using descriptive statistics, inferential statistics, Chi-Square, and t-test. The results revealed that there were differences in the demographic characteristics of customers using housing loan services from the two banks. Most GHB customers were state enterprise employees, while most GSB customers were private company employees. The majority of GHB customers took less than one month to decide on using housing loan services, whereas most GSB customers took between one to three months. Additionally, most GHB customers repaid their loan installments through payroll deductions by their organizations, while most GSB customers made payments through the bank's mobile application. The relationship between demographic factors and the choice of bank for housing loan services revealed that occupation was significantly related to the choice of bank at the 0.05 level of significance. The study on differences in satisfaction levels with the marketing mix found that customers of each bank had significantly different satisfaction levels in terms of product, price, and process at the 0.05 significance level. When comparing satisfaction across all seven factors of the marketing mix, GHB had higher average satisfaction scores than GSB in every factors.