Expectations and Loyalty of Mobile Banking Services : The Case Study of Mymo and Ktb Netbank in Prachuap Khiri Khan 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 MYMO and KTB Netbank; and to estimate satisfaction level of customers in the services of Mobile Banking, MYMO and KTB Netbank and to create a comparative index of the satisfaction levels between the services provided by MYMO and by KTB Netbank Mobile Banking. Conceptual framework is based on American Customer Satisfaction Index (ACSI). Simple random sampling technique was applied to select 407 customers of the Mobile Banking services, i.e., MYMO and KTB Netbank, in Prachuap Khiri Khan 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 by Mobile Banking services--MYMO and KTB Netbank, 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.