Independent Study Title Consumer Satisfaction for KTB NETBANK and K-CYBER BANKING/ K MOBILE BANKING PLUS Users in Bangkok Metropolitan Area

Abstract

The purposes of this research were; to study the Users’ Satisfaction of using KTB NETBANK and K-CYBER BANKING/ K MOBILE BANKING PLUS services for developing the system to meet the needs, and; to study customers’ loyalty that influences on the volume of KTB NETBANK and K-CYBER BANKING/ K MOBILE BANKING PLUS service usages. This research applied American Customer Satisfaction Index ( ACSI) model as a research framework. Simple random sampling technique was applied to select 566 customers of KTB NETBANK and K-CYBER BANKING/ K MOBILE BANKING PLUS in Bangkok Metropolitan Area to answer self-reported questionnaire. Data was analyzed by bivariate analysis consisted of t-test, F-test, and correlation analysis. Research findings revealed that; K-CYBER BANKING/ K MOBILE BANKING PLUS customer satisfaction was statistically significant higher than that of KTB NETBANK ; Value of service , Quality of service and Expectation of service had statistically significant relationship with customer satisfaction, and customer satisfaction had statistically significant relationship with customer loyalty.