FACTORS THAT AFFECT TO THE DECISION IN USING OF THE APPLICATION GHB ALL GEN SERVICE OF GOVERNMENT HOUSING BANK CUSTOMERS

Abstract

The purpose of this research aimed to factors that affect to the decision in using of the Application GHB ALL GEN service of Government Housing Bank customers. The study was conducted by collecting data from a questionnaire of 400 customers who came to use the services at the Nakhon Ratchasima area in amount of 9 branches, including Nakhon Ratchasima branch, Buriram branch, Chaiyaphum branch, Chomphon Road branch, Phu Khiao branch, Nangrong branch, Bua Yai branch, Pak Chong branch, and Central Korat branch. Descriptive statistical data analysis was performed, and statistical programs were used. The results of the study found that Factors that affect are as follows: 1) Demographic factors, including age, education level, occupation, income, and status. 2) Demographic factors, including price, personnel and employees and service processes. 3) Lifestyle factors, including activities and interests. And (4) Technology acceptance factors, including perception of benefits of using in service