Study the Perception and Understanding of the Use of the Application GHB ALL BFRIEND in Submitting a Debt Reconciliation Application by a Government Housing Bank Loan Employee Bangkok and Metropolitan Branch Department

Abstract

This research aims to: 1) study the perception and understanding of using the GHB ALL BFRIEND application for debt negotiation among loan officers at the Government Housing Bank (GHB) in Bangkok and its metropolitan branches, and 2) examine the needs, problems, and suggestions for improving the awareness and understanding of the application’s use. The research employs a mixed-method approach, utilizing questionnaires for quantitative research and interviews for qualitative research. The quantitative research sample consists of 180 loan officers at GHB’s Bangkok and metropolitan branches. The research tools include questionnaires, with data analysis involving percentages, means, and standard deviations. The qualitative research sample includes five individuals: loan officers and stakeholders involved in using the GHB ALL BFRIEND application for debt negotiation. Analysis methods include Cause and Effect Diagram, SWOT analysis, and TOWS Matrix. The quantitative findings reveal that the overall perception and understanding of the GHB ALL BFRIEND application for debt negotiation are high. The highest level of understanding pertains to the application's ability to reduce time and location constraints. Conversely, the lowest level of understanding is related to information obtained through E-Learning. The primary issue identified is a lack of awareness regarding the terms of debt negotiation, while the least problematic issue is the occasional inability to access the application. Qualitative findings indicate that interviewees suggest enhancing awareness and understanding of the GHB ALL BFRIEND application by having debt management officers provide monthly explanations, particularly in the last week of the month. Clear and detailed manuals, regular publicity to alleviate debtor difficulties and reduce the bank’s overdue debts, and the ability to review previous debt negotiation information without capturing screen images are recommended. Additionally, frequent Q&A sessions, learning opportunities about measures and usage, clear documentation by debt management officers, and multiple contact channels for these officers are suggested. Based on this study, it is recommended to promote the GHB ALL BFRIEND application through online media, personal interactions, and print media as strategic corrective measures.