The Influences of System Quality and Satisfaction to Loyalty of Bank's Application of Consumer in Mueang District, Songkhla Province
Keywords:
System Quality, Satisfaction, Loyalty, Cashless SocietyAbstract
The purpose of this research was to analyze the causal relationship between system quality, satisfaction and loyalty in bank's application in the context of commercial bank’s customers in Mueang Songkhla district. The samples consisted of 280 application users of commercial bank by multi-stage sampling. A set of questionnaires was used as a research instrument which measured on check list question and five-point Likert scales. The developed Structural Equation Model (SEM) consisted of 3 latent variables and 14 observed variables. The primary data were analyzed by descriptive statistics, and the goodness of fit of the model was assessed by using structural equation modeling. The results revealed that the SEM model had a good fit for the empirical data (X2/df=1.98, CFI=0.94, RMSEA=0.051, SRMR=0.065). The system quality and satisfaction factor had positive direct effect on loyalty with an effect size 0.57 and 0.28 at a significant level of 0.05. On the basis of these findings, the researcher recommends that the commercial banks fully focus on system quality in the dimension of reliability in order to deepen system usage, user satisfaction and user’s loyalty.
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