Satisfaction of K-Plus Application of Kasikorn Bank Users and SCB Easy Pay Application of Siam Commercial Bank Users in Bangkok Area

Abstract

The purposes of this research were to investigate the affecting customer satisfaction on using K-plus application of Kasikorn Thai bank and using SCB Easy Pay of Siam Commercial bank and to analyze and compare customer satisfaction level on using K-plus application of Kasikorn Thai bank and using SCB Easy Pay of Siam Commercial bank. The conceptual framework was based on American Customer Satisfaction Index model. Stratified random sampling technique was applied to select 429 users, of K-plus and SCB Easy Pay application to answer self-reported questionnaire. Data were analyzed by bivariate analysis and regression model analysis. Research findings revealed that the customer satisfaction of K-plus service is not significantly different from using SCB Easy Pay application; User expectation, percirved quality and corporate image are significantly related with user satisfaction and the user satisfaction and user compliant are correlated with loyalty. These results implied that if user satisfaction had been increased, loyalty would be higher. Loyal user would recommend perceived good things to other and reuse in the future.