TECHNOLOGY ACCEPTANCE AND CUSTOMER SATISFACTION ON E - WALLET : CASE STUDY OF TRUEMONEY WALLET, RABBIT LINE PAY, AND BLUEPAY WALLET IN BANGKOK AND METROPOLITAN REGION
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The objectives of this study were to compare level of customer satisfaction on E - Wallet services of TrueMoney Wallet, Rabbit LINE Pay, and BluePay Wallet to study factors affecting customer satisfaction on E - Wallet services of TrueMoney Wallet, Rabbit LINE Pay, and BluePay Wallet; to study effects of customer satisfaction on customer loyalty and customer complaint; and to study factors determining decision to use TrueMoney Wallet, Rabbit LINE Pay, and BluePay Wallet. Conceptual frameworks were based on American Customer Satisfaction Index (ACSI)model and Technology Acceptance Model (TAM). Stratified random sampling technique was applied to select 459 samples who use E - Wallet services of TrueMoney Wallet, Rabbit LINE Pay, and BluePay Wallet in Bangkok Metropolitan Area and vicinity to answer self-reported questionnaire. Data were analyzed by bivariate analysis and regression model analysis; regression models analysis and Ordered Probit model. Research findings revealed that E - wallet users of BluePay Wallet were more satisfied with services than those of Rabbit LINE Pay and TrueMoney Wallet respectively; factors that significantly affected level of customer satisfaction on services of E - Wallet consisted of image, perceived quality, perceived value, and customer expectations, while customer satisfaction affected customer loyalty and customer complaints with statistical significance; and factors affecting the use of E - wallets included perceived ease of use, subjective norm, and perceived risk. These results implied that received modern payment platform had effects on customer satisfaction, customer loyalty, and recurrent of buying behavior. Can affect customer satisfaction and loyalty. Furthermore, ease of use and reference group of people could influence customer decision making, however, service safety must be concerned.
- Thesis (วิทยานิพนธ์)