Online Banking and Customer Satisfaction in Muak Lek District, Saraburi Province

Name: Priyanjana Wickramarachchi

keyword: online banking

; custome

; satisfaction

Abstract: This study delves into the complex relationship between online banking services and customer satisfaction in Muak Lek, Saraburi, Thailand. Conducted through a quantitative survey administered among a sample of 402 online banking users, this research meticulously examined the multifaceted factors that influence customer satisfaction. Specifically, we investigated reliability, transaction efficiency, ease of use, safety and security, customer support, performance, and service content. Descriptive analysis of the survey responses provided invaluable insights into respondents' perceptions, revealing a predominantly positive outlook towards online banking services across various dimensions. Furthermore, the utilization of Pearson's correlation test uncovered significant correlations among customer satisfaction and the aforementioned factors, clarifying their interconnectedness and importance. The findings highlighted a generally positive perception of online banking services among respondents, with high levels of satisfaction reported across multiple dimensions. Notably, reliability, transaction efficiency, ease of use, and performance emerged as significant predictors of customer satisfaction. However, concerns regarding safety and security, as well as areas for improvement in customer support and service content, were also identified. Theoretical and managerial implications of the findings are extensively discussed, emphasizing the significance of addressing these factors to enhance overall customer satisfaction in the digital banking landscape. From a managerial standpoint, banking institutions are urged to prioritize investments in improving service reliability, transaction efficiency, and user interface design to foster positive customer experiences. Furthermore, the research hypotheses concerning the relationship between these factors and customer satisfaction were supported, reaffirming their critical role in shaping user iv perceptions. Recommendations for future research include exploring the impact of demographic variables on customer satisfaction, conducting longitudinal studies to track changes over time, and investigating the effectiveness of interventions aimed at addressing identified concerns. In conclusion, this research contributes significantly to a better understanding of online banking dynamics in Muak Lek, Saraburi, Thailand. By explaining the factors underpinning customer satisfaction, it offers valuable insights for banking institutions seeking to refine their online banking services and strengthen customer relationships in the digital age.

Asia-Pacific International University. Library and Information Resource Center.

Address: SARABURI

Email: dirlibr@apiu.edu

Name: Dr. Noah Balraj

Role: Research Advisor

Email : noah@apiu.edu

Created: May

Modified: 2568-05-14

Issued: 2024-08-19

งานวิจัย/Research report

application/pdf

eng

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