Independent Study Title Factors on Customer Satisfaction of Mobile Banking Services : Case Study of Government Savings Bank and Kasikornbank in Phetchaburi Province

Abstract

The purposes of this research were to study factors that influence customer satisfaction and customer loyalty of services provided in Mobile Banking of Government Savings Bank and Kasikornbank; and to estimate the satisfaction level of customers in the services of Mobile Banking between Government Savings Bank and Kasikornbank and to create a comparative index on satisfaction between the mobile banking services provided at Government savings bank and at Kasikornbank. Conceptual framework is based on American Customer Satisfaction Index (ACSI). Simple random sampling technique was applied to select 228 customers of the Mobile Banking, Government savings bank and Kasikornbank, in Phetchaburi Province to answer self-reported questionnaire. Data was analyzed by bivariate statistical analysis consisted of t-test, F-test, and correlation analysis. Research findings revealed that factors that influence customer satisfaction and customer loyalty of services provided in Mobile Banking of Government savings bank and Kasikornbank, consist of 6 components which are: Customer Expectations, Perceived Quality, Perceived Value, Overall Customer Satisfaction, Customer Voice, and Customer Loyalty; and Customer Expectations is the initial factor that has a positive influence on Perceived Quality and these two factors constantly have a positive influence on Perceived Value being worth the money spent on the services. These three factors constantly have a positive influence on Overall Customer Satisfaction which has a positive influence towards both Customer Voice and Customer Loyalty at a statistically significant level of 0.01.