| dc.description.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. | en_US |
