THE CUSTOMER BEHAVIORS AND SATISFACTION IN USING I-BANKING SERVICES OF THE GOVERNMENT SAVINGS BANK (GSB), AT PHUNPHIN BRANCH, SURAT THANI PROVINCE

Abstract

This descriptive study of customer behaviors and satisfaction in using I-Banking services of the Government Savings Bank (GSB), at Phunphin Branch, Surat Thani Province aims to 1) explore the customers’ behaviors in using I-Banking services; 2) examine their satisfaction in using I-Banking services; 3) study the relationship between the customers’ personal factors and their satisfaction in using I-Banking services; and 4) study the relationship between customers’ behaviors in using I-Banking services and their satisfaction with I-Banking services of the GSB, at Phunphin Branch, Surat Thani Province. The total sample size of 302 was determined using the Yamane formula. The research data were collected by means of questionnaires.  The obtained data were calculated for percentage and mean of the customers’ personal factors and those of the customers’ behaviors in using I-Banking services. Mean and standard deviation of their satisfaction level in using I-Banking services were also calculated for. An analysis of the relationship between customers’ personal factors and usage behaviors of I-Banking services and their satisfaction with I-Banking services were performed using an independent sample t-test and one-way analysis of variance (F-test).

Results show that satisfaction in using I-Banking service in all aspects was at a high level. The highest rated aspect was marketing promotion, followed by distribution, while the lowest score was on product. The analysis of the relationship between personal factors and satisfaction in using I-Banking services showed that the demographic factor of marriage status significantly had a significant correlation with the customers’ satisfaction level in using I-Banking service.

                Results also showed that the customers’ behaviors in using the I-Banking service in recognition of its usefulness, frequency of use, and use of I-Banking through had a significant correlation with communication devices significantly affected their satisfaction level in using the I-Banking services.