CUSTOMER SATISFACTION OF THE MYMO AND THANACHART CONNECT APPLICATION SERVICE IN MUANG DISTRICT PHETCHABURI PROVINCE

Abstract

The purposes of this research were; to study factors that affect customer satisfaction of MyMo and of Thanachart Connect; to determine satisfaction level of MyMo and of Thanachart Connect, and to compare the customers’ satisfaction and loyalty towards MyMo and Thanachart Connect. Conceptual framework was based on American Customer Satisfaction Index (ACSI). Simple random sampling technique was applied to select 435 customers of MyMo and Thanachart Connect in Muang, Phetchaburi Province to answer self-reported questionnaire. Data was analyzed by bivariate analysis consisted of t-test, F-test, and correlation analysis. Research findings revealed that; Customer satisfaction in using MyMo application service is higher than using Thanachart Connect application service at statistically significant different, Customer expectations, view, quality, view Value and image have both direct and indirect relationship to customer satisfaction at statistical significance, and customer satisfaction and loyalty of users are correlated with viewing Statistical significance, These results implied that the loyal customers and confidence in the image of the service provider will focus on satisfaction with a good image view of quality service. Complaints do not affect satisfaction Customer's use of the MyMo and Thanachart Connect applications.