Factors Affecting Satisfaction of Mobile Banking Application User between 50-70 Year Old in Mueang District, Phichit Province
Keywords:
Factor, Satisfaction, Mobile Banking ApplicationAbstract
This research aims 1) to study the factors and satisfaction towards the use of mobile banking application 2) to compare the satisfaction the use of mobile banking application (classified by personal factors) and (3) to study the factors that affect customer satisfaction towards the use of mobile banking application among users aged 50-70 years old in Amphoe Muang, Pichit province. The subjects were selected by a form of purposive sampling, consisting of 400 mobile banking application users aged 50-70 years old in Amphoe Muang, Pichit province. Descriptive statistics were used to describe the data in the research, including frequency, percentage, average, standard deviation and multiple regression analysis.
The findings indicated that the demographic majority respondents were female, aged 50-54 years old, with education at the undergraduate level. In addition, they worked for private companies with average monthly income of less than 15,001-30,000 baht. Most of the respondents used money transfer services. On average, they used the services 1-5 times per week and spent about 6-8 minutes per use. 1) In analysis of customer satisfaction towards the use of mobile banking application among users aged 50-70 years old in Amphoe Muang, Pichit province, classified by gender, age, education and occupation, there was no statistically significant difference at 0.05. But when classified by monthly income, there was significant difference with the significant statistic level at 0.05. 2) In analysis of relationship between related factors by means of Marketing Mix (4Es) for customer satisfaction towards the use of mobile banking application, on the whole, there was significant difference with the significant statistic level at 0.05. But when classified by monthly income, there was significant difference in Exchange with the significant statistic level at 0.05. In conclusion, commercial banks must develop their banking applications in order to meet online banking users’ requirements and satisfaction, which will create more loyalty among mobile banking application users.
References
Aljasser, I. A., & Sasidhar, B. (2013). Gender effect on customer satisfaction in banking sector: A study of banks in Saudi Arabia. Interdisciplinary Journal of Research in Business, 5(3), 9-15.
Bangkok Business. (2018). Digital banking fierce competition to penetrate the "elderly" treasure. Retrieved from https://www.bangkokbiznews.com/news/detail/788656
Bank of Thailand. (2018). Report on payment transactions for the first quarter of 2018. Retrieved from https://www.bot.or.th/Thai/Statistics/PaymentSystems/Payment-SystemReports/Q1_2561.pdf
Brandbuffet. (2018). Digital user statistics around the world, "Thailand" the most addictive internet in the world - "Bangkok" the highest Facebook user city. Retrieved from https://www.brandbuffet.in.th/2018/02/global-and-thailand-digital-report-2018/
Carter, D. (2017). The 4Ps are Out, the 4Es are in. Retrieved from https://www.Grow thcubed.com/2017/04/24/4ps-4es/
Chaiyapanya, P. (1998). Satisfaction measurement. Bangkok: Saeng Aksorn.
Chimchang, C. (2018). Expectation and satisfaction of users of financial transactions on Mobile phone. Master Thesis, Bangkok: Rajamangala University of Technology Krungthep.
Chouyboonchoo, N. Sirichote, O & Noknoi C. (2019). Effects of technology acceptance and service quality on customer loyalty for electronic banking. Economics and Business Administration Journal Thaksin University, 11(1), 31-52.
Davis, F. D. (1991). User acceptance of information technology: system characteristics, user perceptions and behavioral impacts. International Journal of Man-Machine Studies, 38(3), 475-487.
Department of Elderly Affairs. (2017). Statistical data of elderly in Thailand. Retrieved from http://www.dop.go.th/th/know/1/125.
Electronic Transactions Development Agency. (2018). Report of the user behavior survey Internet in Thailand. Retrieved from https://www.etda.or.th/documents-for-download.html.
Fetherstonhaugh, B. (2014). Why the 4Es of marketing are replacing the old 4Ps ?. Retrieved from https://newbusinessdevelopment.blogspot.com/2014/12/why-business-developers- should-use-4es.html.
Huanmanop, W. (2015). Behavior and satisfaction of users of K Mobile applications Banking Plus of Kasikorn bank, public company limited. Master Thesis, Bangkok: Thammasat University.
Jongtawee, C. (2015). Factors affecting the satisfaction of mobile banking services in Bangkok. Master Thesis, Bangkok: Thammasat University.
Phadungphiphatbowon, K. (2016). Factors affecting the satisfaction of using mobile banking services of Krung Thai Bank (KTB Netbank). Master Thesis, Bangkok: Thammasat University.
Raksachon, C. (2018). Service usage behavior and satisfaction with I-Banking service, Government Savings Bank, Phunphin Branch, Surat Thani province. Master Thesis, Bangkok: University of the Thai Chamber of Commerce.
Royal Academy. (2011). Search results for "factors". Retrieved from http://www.royin.go.th.
Royal Academy. (2011). Search results for "satisfied". Retrieved from http://www.Royin.go.th.
Sathapanakun, R. (2019). Market principles .. Not just 4Ps anymore. Retrieved from https:// 3wowthailand.com/wp-content/uploads/2019/05/ Marketing principles are not just-4P-anymore.Pdf
Sellsuki. (2019). Modern marketing must compete at "Customer Experience". Retrieved from https://blog.sellsuki.co.th/customer-experience.
Serirat, S. et al. (1995). Basic consumer behavior. Bangkok: Educational development.
Siam Commercial Bank. (2019). 4Ps moves back to take place 4E’s. Retrieved from https://scbsme.scb.co.th/sme-inspiration-detail/SCB_4E
Siriwong, S. (2018). Factors influencing the satisfaction of customers using mobile banking:A case study of students bachelor degree, Thammasat University. Master Thesis, Bangkok: Thammasat University.
Sukhothai Thammathirat. (2001). Teaching documents, service psychology series, unit 8-15 home economics program (5th ed.). Bangkok: Sukhothai Thammathirat.
Thiengburanatham, T. (1998). English-Thai dictionary. Bangkok: SE-EDUCATION.
Vroom, V. H. (1964). Work and motivation. New York: Wiley and Sons Inc.
Wipulakorn, P. (2019). "Elderly society" is not a far off topic: Check the number of "Old people" in the future, expected worldwide to reach 2 billion people. Retrieved from https://www.pptvhd36.com/news/hot topic/101402
