| dc.description.abstract | The purposes of this research were to study factors that influence customer
satisfaction and customer loyalty of services provided in Mobile Banking of MYMO and KTB
Netbank; and to estimate satisfaction level of customers in the services of Mobile Banking,
MYMO and KTB Netbank and to create a comparative index of the satisfaction levels
between the services provided by MYMO and by KTB Netbank Mobile Banking. Conceptual
framework is based on American Customer Satisfaction Index (ACSI).
Simple random sampling technique was applied to select 407 customers of the
Mobile Banking services, i.e., MYMO and KTB Netbank, in Prachuap Khiri Khan Province to
answer self-reported questionnaire. Data was analyzed by bivariate statistical analysis
consisted of t-test, F-test, and correlation analysis.
Research findings revealed that factors that influence customer satisfaction and
customer loyalty of services provided by Mobile Banking services--MYMO and KTB Netbank,
consist of 6 components which are: Customer Expectations, Perceived Quality, Perceived
Value, Overall Customer Satisfaction, Customer Voice, and Customer Loyalty; and
Customer Expectations is the initial factor that has a positive influence on Perceived Quality
and these two factors constantly have a positive influence on Perceived Value being worth
the money spent on the services. These three factors constantly have a positive influence
on Overall Customer Satisfaction which has a positive influence towards both Customer
Voice and Customer Loyalty at a statistically significant level of 0.01. | en_US |
