การรับรู้คุณค่าการบริการของลูกหนี้ร่วมที่มีผลต่อความตั้งใจใช้บริการสินเชื่อในอนาคต กรณีศึกษา ธ.ก.ส. สาขาหาดใหญ่

Abstract

This research is to study the relationship between perceived service value and purchase intention to loan service with types of loan as moderating variables by using a case study of BAAC, Hat Yai branch. The sample consists of 300 joint debtor customers. Research instrument is a questionnaire using the GLOVAL scale as a measure of perceived value. Statistical analysis of this study consisting of frequency distribution, percentage, mean, standard deviation. And testing the hypothesis by using statistical analysis of the hierarchical regression The results of relationships between 6 dimensions of perceived value which consisted of functional values of establishment, Functional value of service, Functional value of price, emotional values and social values positive and influence to loans intention. Emotional values, social values and functional value of price is the third most influential aspect, respectively. Functional values of personnel found that is not a positive correlation and influence on the purchase intention to use loan services with the Bank of Hat Yai branch in the future. In this study, the researcher has suggested to benefit the bank and those interested in further study.