THE INFLUENCE OF SERVICE QUALITY AND CUSTOMER SATISFACTION ON DIGITAL FINANCIAL DECISION OF KRUNG THAI BANK IN SAKON NAKHON PROVINCE, THAILAND

Abstract

          Excellent customer service providing is very important to the firm success, especially for financial institutions, which are service-based businesses. The above-average service quality to the bank's customer affects customer satisfaction and the choice of bank. Most financial institutions in Thailand have realized the rapid world changing of technology and develop digital system to support financial executions. Digital finance of Krung Thai Bank has launched to promote financial transactions online and through application. This research study was designed to investigate the influence of service quality and customer satisfaction on digital financial decision of Krung Thai Bank in Sakon Nakhon Province, Thailand. This research study was a quantitative research method. The population of this research was Krung Thai Bank’s customers with the samples of 400 respondents determined by using simple random sampling based on Taro Yamane formula. Data were collected through 5-point Likert scale questionnaire surveys. Cronbach’s alpha coefficient of service quality, customer satisfaction and digital financial decision were 0.945, 0.950, and 0.949. Data were analyzed by descriptive statistics and inferential statistics including the Pearson Product-Moment Correlation and Multiple Regression Analysis.
The results of the research study indicated that customers’ opinion on service quality, customer satisfaction, and digital financial decision were at the highest levels with mean scores of 4.30, 4.26, and 4.24, respectively. The research results from hypotheses testing found that service quality and customer satisfaction can predict digital financial decision up to 74.60% (Adjusted R-Square 0.746) at 0.05 significant levels. The service quality had statistically significant direct influenced on customer satisfaction with standardized coefficients (β) of 0.849. The customer satisfaction had statistically significant direct influenced on digital financial decision with standardized coefficients (β) of 0.843. The service quality had a statistically significant direct influenced on digital financial decision with standardized coefficients (β) of 0.816. In conclusion, service quality and customer satisfaction had significantly positive influenced on digital financial decision of Krung Thai Bank in Sakon Nakhon Province, Thailand suggesting financial institutions should concentrate on providing excellent service quality in order to increase customer satisfaction and enhance digital financial decision.