|
|
Publication
|
| Research Title |
MARKETING GUIDELINES FOR LOAN SERVICE OF GOVERNMENT SAVINGS BANK, SATUEK BRANCH, BURIRAM PROVINCE |
| Date of Distribution |
19 September 2015 |
| Conference |
| Title of the Conference |
The National and International Conference on Business Management and Innovation 2015 |
| Organiser |
Graduate Study in Management (MBA) Khon Kaen University |
| Conference Place |
Sunthorn-Araya Arunanonchai Building, 123 Mitraphap Road, Tumbol Nai Muang, Amphur Muang, Khon Kaen 40002 |
| Province/State |
Khon Kaen |
| Conference Date |
19 September 2015 |
| To |
20 September 2015 |
| Proceeding Paper |
| Volume |
2 |
| Issue |
2 |
| Page |
211-219 |
| Editors/edition/publisher |
|
| Abstract |
This research is aimed to study the following points: general information of customers using loan service, loan service using behavior, level of customer’s satisfaction towards loan service marketing components, difference of customer’s satisfaction towards loan service marketing components, customer’s suggestions for loan service marketing components, and marketing guidelines of loan service of Government Saving Bank, Satuek, Buriram. The tools used in this research included a questionnaire and analysis of general environment, competitiveness, strengths, weaknesses, opportunities, and threats. According to the research, most customers used people bank project loan service and quality of life loan service. The purpose of request was for consumption goods and business working capital. The reasons of using Government Saving Bank loan service included appropriate loan limits, low interest for loan, and the government’s financial stability. The level of customer’s satisfaction towards loan service marketing components was in a high level both overall and in each of the 8 aspects including employees, products, prices, service quality, physical evidence, process, distribution channels, and marketing promotion. Customers in different ages and occupations had different opinion whereas those with different genders, educational levels, and monthly income shared no difference in their opinion. Customer’s suggestions are to approve loan more quickly with high limits and more loan promotion for the unit. Then, TOWS matrix and brainstorming were analyzed to set up marketing guidelines by loan teamwork. Marketing guidelines of Government Saving Bank, Satuek, Buriram, consist of 4 projects: 1) market tour promotion, 2) GSB checklist, 3) GSB fill up, and 4) inspiration. The budget of the operation is 79,000 Baht in total. |
| Author |
|
| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Abstract |
| Type of Presentation |
Poster |
| Part of thesis |
true |
| Presentation awarding |
false |
| Attach file |
|
| Citation |
0
|
|
|
|
|
|
|
|
|
Journal Publication
ไทย