Factors Influencing the Satisfaction of Mobile Banking Services

Abstract

The purpose of this research was to study demographic characteristics, and service marketing mix factors influencing the satisfaction of mobile banking services in Thailand. The sample group of 350 users were selected using cluster sampling and using questionnaires as a data collection tool. The statistics used in the data analysis were percentage, mean and standard deviation. The hypothesis was tested by using Independent Sample t-Test, One-Way Analysis of Variance, and Multiple Regression Analysis. The research results revealed that consumers with different levels of gender, age, education, occupations and monthly incomes had different satisfaction of using the mobile banking. In addition, the service marketing factors in term of product, place, promotion, process, physical evidence affected the satisfaction of using mobile banking at statistical significance of 0.05. While marketing factors in term of price and people did not affect the satisfaction of using the mobile banking.

Keywords— Mobile banking, Satisfaction, Service marketing mix