Satisfactions of Customers Who Operated Financial Transactions With KTB Netbank and SCB Easy in Prachuabkirikhan Provincial area

Abstract

The purposes of this research were to study behavior of customers who financially transact via KTB Netbank and SCB Easy in Prachuap Khiri Khan Province; to compare satisfaction of customers who financially transact via KTB Netbank and SCB Easy in Prachuap Khiri Khan province; and to understand the relationship among factors which affected satisfaction of customers who financially transact via KTB Netbank and SCB Easy in Prachuap Khiri Khan province.Conceptual framework was based on American Customer Satisfaction Index (ACSI). Simple random sampling technique was applied to select 604 customers who operated financial transaction with KTB Netbank and SCB Easy in Prachuap Khiri Khan 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 KTB Netbank customers’ satisfaction was not different statistically significantly with that of SCB Easy; expectation, perceived quality, and perceived value had statistically significant relationship with customer satisfaction, and customer satisfaction and recommendation had statistically significant relationship with customer loyalty. These results implied that loyal customers would offer recommendations for better services.