FACTORS THAT AFFECT TO THE DECISION TO APPLY FOR AN ONLINE LOAN THROUGH THE APP GHB ALL GEN FROM THE SALESPERSON, PROJECT REPRESENTATIVE, BROKER AND INCLUDING CUSTOMERS IN THE KHON KAEN AREA

Abstract

This independent research aimed to develop online housing loan services. And to increased the number of customers in Khon Kaen applying for loans through the GHB All Gen App. The sample used in the study was Government Housing Bank customers who applied for loans via the GHB All Gen App in Khon Kaen. A mixed study was conducted with 220 participants. And 5 in-depth interviews. The results showed that the cause of the problem was that applying for loan through the GHB All Gen App was new, allowing customers of different ages on recognizing, understanding, or even accepting different technologies. On the product side, GHB All Gen App had not diverse and comprehensive transaction model. Usability was also complicated. In addition, the loan application through the GHB All Gen App did not have clear publicity for general customers. Housing project, including brokers, did not understand how to apply for loan trough the GHB All Gen App. These made some of the customers thought that it increased in procedures or difficulties in the loan service. The analyze indicated that the way to solve the problems was Government Housing Bank should provide training for supervisory employees to apply information and knowledge to the branch team. Furthermore, to develop personnel to have knowledge and expertise in the loan application process through the GHB All Gen App to able to serve customers conveniently and quickly. Also, home brokers to be able to recommend loan applications through the GHB All Gen App to be able to serve loan customers from housing estates. And realtors sell their homes efficiently and quickly.