Guideline to Increase home loan sales under the debt consolidation scheme (Ban Dee Nee Bao): a case study of Government Savings Bank Phang Khon Branch, Sakon Nakhon Province.

Abstract

          This study employed a mixed-method research approach with the following objectives: 1) to examine demographic factors, behavioral factors, marketing mix factors, and motivating factors that influence the selection of home loans under the debt consolidation scheme, 2) to analyze the causes and problems that impact the increase in home loan sales under the debt consolidation scheme, and 3) to develop marketing strategies focused on increasing home loan sales under the debt consolidation scheme to achieve the objectives. Data were collected through questionnaires from a sample group of 279 customers who used their residential property as collateral for loans at the Government Savings Bank, Phang Khon Branch. Additionally, data were collected through interviews with two loan officers from the same branch and five customers who had collateral with the bank, totaling 7 individuals. Descriptive statistics, including percentage, mean, standard deviation, and frequency, were used to analyze the descriptive data. Inferential data analysis involved T-test and one-way ANOVA for variance analysis. The study findings revealed the following. 1) Different demographic factors significantly influence customers' decisions to choose home loans under the debt consolidation scheme at the Government Savings Bank, Phang Khon Branch, with a statistical significance difference at 0.05. The most significant behavioral factor affecting the selection of home loans was engaging in transactional activities with the bank, such as deposits, withdrawals, and savings bonds. The most significant marketing mix factors influencing the selection of home loans were related to product and service attributes and service delivery processes. The most significant motivating factor influencing the selection of home loans was the maximum loan amount approved by the bank. 2) The causes of problems impacting the increase in home loan sales under the debt consolidation scheme can be categorized as follows: (1) demographic factors, indicating that customers often lack understanding when filling out various documents and loan applications; (2) internal factors within the bank, suggesting that document-related loan processes are inefficient and that staff resources are insufficient to handle a large number of customer transactions; (3) marketing mix factors, indicating that customers value the debt consolidation terms of the home loan scheme, but the bank's presentation format lacks efficiency and effective communication; and (4) external environmental factors, such as the presence of competitors banks offering similar loan services, which pose a potential threat to the Government Savings Bank's loan products. 3) Marketing strategies and people management strategies have been developed to increase home loan sales under the debt consolidation scheme. These two strategies are expected to contribute to the increase in home loan sales for the Government Savings Bank, Phang Khon Branch, Sakon Nakhon Province.