CUSTOMER PROFILE AND THE ANALYSIS OF LOAN PRODUCTS AND SERVICES OFFERED BY UNIVERSAL BANKS IN CALBAYOG CITY, SAMAR

ABSTRACTThis study investigates the customer profiles and the demand for loan products and services provided by universal banks in Calbayog City, Samar. As a significant component of the Philippine banking sector, universal banks offer a wide array of financial services, making them integral to the nation's economic growth. In employing a descriptive correlational research design, the study aimed to analyze the relationship between customer profiles—including age, sex, civil status, educational attainment, occupation, employer, monthly salary, and banking duration—and their preferences for various loan products and services. Data was collected from a purposively sampled population of 250 bank customers, using a researcher-made questionnaire, and was analyzed using statistical methods such as ANOVA and Pearson's correlation. The findings revealed that age, income, and transaction history with the bank are significant factors influencing customers' demand for specific loan services. Middle-aged, higher-income earners showed a preference for car loans with competitive interest rates, while long-term customers and married individuals were more inclined towards housing loans that offer stability and security. Business loans were primarily demanded by self-employed individuals, highlighting the need for personalized financial solutions. The study suggests that universal banks should tailor their marketing strategies and enhance digital services to cater to the diverse needs of their clientele. Recommendations for future research include expanding demographic scope and assessing the impact of digital banking on traditional service demand.