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.