FACTORS AFFECTING THE SATISFACTION OF M-BANKING SERVICE OF GSB A CASE STUDY OF PHRA NAKHON SI AYUTTHAYA PROVINCE

Abstract

The objective of the research was to study the Marketing Mix Factor, Service Quality Factor and Technology Acceptance Factor affected the satisfaction of M-Banking service by GSB (MYMO). The sample size of 399 respondents were customers of GSB in Pra Nakhon Si Ayutthaya Province by using Questionnaire to collect the data. The data was analyzed using Description Statistics consisted of percentage, frequency, average (X-bar) and standard deviation, Inferential Statistics consisted of multiple linear regression and analysis of variance (ANOVA). In a study, the researcher found that Product in marking mix factor affected the satisfaction of M-Banking service by GSB significantly in the opposite direction. Price, Place and Physical and presentation affected the satisfaction of M-Banking service by GSB significantly in the same direction. Person and Process did not significantly affect the satisfaction of M-Banking service by GSB. Physical, Reliability, Responsibility and Assurance in service quality factor affected the satisfaction of M-Banking service by GSB significantly in the opporsite direction. Empathy affected the satisfaction of M-Banking service by GSB significantly in the same direction. Perceived Usefulness and Attitude in technology acceptance factor affected the satisfaction of M-Banking service by GSB significantly in the opposite direction. At last, Social Influence and Perceived Ease of Use did not significantly affect the satisfaction of M-Banking service by GSB.