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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/3723

Title: Factors Positively Affecting Customer Loyalty of Online Banking Users of Employees in Bang Rak District in Bangkok
Authors: Nattaya Sirimongkol
Keywords: Online banking
Online banking users
Customer loyalty
Issue Date: 22-Jan-2019
Abstract: The purpose of this paper was to examine the independent factors positively affecting customer loyalty of online banking users of employees in Bang Rak district in Bangkok. Those independent factors were structural assurance, personal need, personal innovativeness, facilitating condition, design, convenience, privacy and security concerns, and consumer engagement towards customer loyalty of online banking users of employees. Total samples of 252 employees of online banking users collected with survey questionnaire in the area of Bang Rak district in Bangkok from January to February 2018. The majority of respondents were females and singles, aged between 24-29 years old, had Bachelor degrees, and worked in private companies with the range of income between 15,001 to 30,000 baht per month. Majority of them used online banking via Kasikorn Bank less than or equal to 5 minutes in order to transfer money around 501-1,500 baht by several times per week. The researcher found that consumer engagement (B = 0.333), personal need (B = 0.251), convenience (B = 0.233), and personal innovativeness (B = 0.229) respectively accounted for 65.6% positively affecting customer loyalty of online banking users of employees in Bang Rak district in Bangkok with statistical significant at .01.
Description: Independent Studies (M.B.A.)--Graduated School, Bangkok University, 2018
Advisor(s): Penjira Kanthawongs
URI: http://dspace.bu.ac.th/jspui/handle/123456789/3723
Appears in Collections:Independent Studies - Master

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