Guidelines for Enhancing Housing Loan Uptake among Welfare Program Customers of the Government Housing Loan, Pattaya Region

Abstract

This research aimed to 1) study the factors of corporate image and marketing communication that influence the decision to use home loan services among welfare customers of the Government Housing Loan, Pattaya District; 2) study the causes of the problem of declining home loan granting among welfare customers; and 3) find ways to increase the amount of home loan among welfare customers of the Government Housing Loan, Pattaya District. A mixed-method approach was employed. The quantitative research used a sample of 400 welfare customers of the Government Housing Loan, Pattaya District. Quantitative data were collected using questionnaires. The statistics used for analysis were frequency, percentage, mean, standard deviation, and multiple regression analysis. The qualitative sample consisted of five loan officers. Semi-structured in-depth interviews were used to collect data for analysis. A fishbone diagram was then used to identify the causes of the problems and find solutions using internal and external organizational analysis tools and to measure the impact. The results of the study revealed the following: 1) Corporate image and marketing communication factors significantly influenced the decision to utilize housing loans among welfare customers at the Government Housing Loan, Pattaya District, at a statistically significant level (p < 0.05). 2) The main reasons for the decline in housing loans among welfare customers were the delayed loan approval process and the complicated document preparation process, which were not suitable for those with time and travel constraints, particularly customers residing in other areas. Furthermore, rising housing prices resulted in insufficient loan amounts compared to actual home prices, affecting customer qualifications and loan approval. 3) To increase housing loans among welfare customers at the Government Housing Loan, Pattaya District, the second recommended approach is to improve the loan system using E-Service, reducing steps and time by leveraging technological opportunities to address internal weaknesses. This approach has the advantage of reducing service costs, increasing work efficiency, and creating a positive customer experience. Disadvantages include the need for investment in system development and staff training.