FACTORS AFFECTING SME ENTREPRENEURS TO USE BUSINESS LOANS SERVICE OF GOVERNMENT SAVINGS BANK IN BANGKOK AND METROPOLITAN REGION

Abstract

The research objectives of study were 1) to study the factors of business characteristics, expectations and perceptions of the business operator loan service. 2) to study the marketing mix factors affecting the decision to use the business loan services of the Government Savings Bank. 3) to study the relationship between the factors of business characteristics and the factors of marketing mix that affecting the decision to use the business loan services of the Government Savings Bank. The study method was quantitative research. A questionnaire was used to collect information from the sample group 400 people in Bangkok and metropolitan region. The statistics used included frequency, percent, mean, standard deviation and Chi-square.

          The results were found that 1) Most of the sample groups were male, aged between 31-40 years old, with a period of not more than 3 years in business, operating in the category of other services with sales of less than 50 million baht. As for the decision making behavior of business loan, it was found that most of the sample group used business loan services with Kasikorn Bank. Total business credit limit for all financial institutions was less than 50 million baht, most of them used overdraft loans and received business loan information by bank employees. And most of the sample were known about business loan services by the media online. The expectation and the perceived level of business loan, it was found that there were 3 factors that had lower level of expectation before receiving the service is interest rate not high compared to other banks, loan service fee rates, provides fast and convenient. 2) Overall marketing mix factors that affect to use business loan service of government savings bank at the high level. In terms of product, price and physical evidence Affect to use the service at the highest level. While the place, promotion, people and process Affect to use the service at the high level. 3) The Chi-square test shows the period of business and sale correlated with the price, place, promotion and physical evidence In addition, the business category correlated with the price. While total credit limit for business correlated with the price, place and promotion with a statistically significant level of 0.05.