The Factors Influencing on the Selecting Decision Making of residential loan services with Commercial Bank towards Customer in Bangkok Metropolitan Area

Abstract

This objectives of this research were 1) 1) Factors influencing the decision to use credit services to residential and commercial customers in Bangkok. 2) Compare the decision to use bank loans to residential customers with 7P's of marketing factors by personal factors. 3) To predict the decision to use bank loans to residential customers with variable factors 7P's. The Researchers used a questionnaire to collect data from customers who are resident in Bangkok came to visit Mortgage Expo Thailand and Home Builder Expo 2013. At the Queen Sirikit National Convention Centre from 22 - 25 August 2556 .The sample group is 391 people with convenience sampling technique. To perform data analysis , descriptive statistics (frequency, percentage, means and standard deviation) and inferential statistics ( t-Test and One-Way ANOVA and Scheffe’s multiple comparisons test) and Multiple Linear Regression are used.
The results of this research showed that 1) Customers choosing to use bank loans for housing with the marketing7P’s mix are people, process, price, promotion products, distribution and physical factors. 2) Customer status, education and monthly income of different banks decide to use for housing loans with different marketing factors are statistically significant at the .05 level. 3) Variable factors all six variables that can predict the level of customer decisions are statistically significant at the .05 level. To accurately predict the level of choice available for housing loans to commercial customers in Bangkok 62.70% can be written as an equation in the form of raw scores and standard score