CUSTOMER SATISFACTION AND LOYALTY BEHAVIORS FOR I-BANKING AND M-BANKING: CASE STUDY OF GOVERNMENT SAVINGS BANK

Abstract

This study has a purpose. To study customer satisfaction in online marketing mix and loyalty to service. To study the difference between the service usage behavior and the loyalty of the users of I-Banking and  M-Banking service. Phahon Yothin Branch Office The study found that price, marketing communication, and personal services affected the loyalty of I-Banking users. Product, promotion, and personal service affected the loyalty of M-Banking users. I-Banking users who have different reasons for making transaction have loyalty differently. While, M-banking users who choose different type of service transaction, reasons to use the service, service location, time to use, have loyalty differently at a significant level of 0.05.