The Selection of Housing Loan Services with the Government Housing Bank Head Office

Abstract

This research aimed to (1) study customer opinions on the selection of housing loan services with the Government Housing Bank (GHB) Head Office and (2) compare opinion levels based on personal factors: gender, age, marital status, education level, monthly income, and occupation. A quantitative research method was applied, using a questionnaire as the data collection tool. The sample consisted of 162 customers determined from Krejcie and Morgan's sample size table, comprising 69 males and 93 females. The questionnaire's reliability, measured by Cronbach's Alpha, was 0.81. Data analysis employed percentages, means, standard deviations, t-tests, and One-Way ANOVA.
The results indicated that the overall level of customer opinions was high. The highest mean score was found in the service process, followed by housing loan products, service convenience, and housing loan expenses, respectively. Hypothesis testing revealed statistically significant differences in some aspects of respondents' opinions across gender, age, marital status, education level, monthly income, and occupation, while other aspects showed no significant differences.
The study's findings suggest that the GHB Head Office should prioritize continuous improvement of its service process, alongside enhancing housing loan products to be more flexible and responsive to varied customer needs. Furthermore, developing service channels that are more convenient and faster, along with offering competitive pricing conditions, would maximize customer satisfaction and strengthen the bank's sustainable competitiveness in the housing loan market.