THE COMPARISONS BETWEEN MOBILE BANKING (MYMO) AND I-BANKING USERS’ BEHAVIORS AND SATISFACTIONS: A CASE STUDY OF THE GOVERNMENT SAVING BANK, HEAD OFFICE

Abstract

The objectives of this study were to investigate the differences in behaviors of using the service and satisfaction with marketing mix between Mobile Banking (MYMO) and I-Banking users who have used the services provided by Government Savings Bank Head Office. The sample of this study was 200 Mobile Banking (MYMO) users and 200 I-Banking users. Data were collected by using the questionnaire. The results of this study indicated that Mobile Banking (MYMO) and I-Banking users had different behaviors of using the service in terms of service usage frequency, the most frequently used transaction type, the information channel or source, and the major reason influencing service use decision with a statistical significance level of 0.05. Moreover, Mobile Banking (MYMO) and I-Banking users had different satisfaction with marketing mix affecting the service usage in terms of product, place, promotion, people, process, and physical evidence with a statistical significance level of 0.05. Mobile Banking (MYMO) users had higher satisfaction with product, place, promotion, people, process, and physical evidence than I- Banking users.