THE SERVICE QUALITY ON CUSTOMER SATISFACTION IN SERVICE OF MYMO PAY AND GOVERNMENT SAVINGS BANK CUSTOMERS IN BANGKOK

Abstract

The purposes of this research are, to studies the service quality on customer satisfaction in service of MYMO PAY and Government Savings Bank customers in Bangkok. A sample size was the number of 405 MYMO PAY users in Bangkok. This study used Quota sampling, Convenience sampling and questionnaire as the instruments for data collection. The statistics were analyzed by using Frequency, Percentage, t-test ANOVA analysis, and multiple regression analysis.

The result showed the demography of people in Bangkok area who are interested in MYMO PAY. The majority were female with aged between 33-41 years old, working for the government or state enterprises, bachelor’s degree, and monthly income between 20,001-30,000 baht per month. The results of hypothesis testing showed that, demography in age and education have relationship to the satisfaction of marketing mix in service of MYMO PAY and Government Savings Bank customers in Bangkok, at the 0.05 level of significance (p<0.05), and service quality has relationship to the satisfaction of marketing mix in service of MYMO PAY and Government Savings Bank customers in Bangkok at the 0.05 level of significance (p<0.05). Correlation coefficient (R) between independent variables which are, Tangibles, Reliability, and Empathy were at 0.772 it was found that, independent variable and dependent variable are related. The coefficient of determination was at 0.595 which means, the changing of service quality has influenced the satisfaction in marketing mix of MYMO PAY and Government Savings Bank customers was 59.90%. The Adjusted R square was 0.590.