The Effect of Satisfaction with E-banking Service on Customer Loyalty in Battambang Province, Cambodia
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The study of e-banking service in Battambang province aimed: 1) to study the level of customer satisfaction with the e-banking service 2) to study the level of the customer loyalty to e-banking service 3) to determine the effect of customer satisfaction with e-banking service on customer loyalty. Six factors of satisfaction with e-banking service including accessibility, convenience, security, design, speed, and fee charge were proposed to investigate the effect of customer satisfaction with e-banking on customer loyalty. The rating scale questionnaires having the reliability value at 0.947 were used to collect the data from the sample, 400 bank customers in Battambang province. Customers, who experience in using the online financial services, was randomly selected to survey. The data was analyzed by using percentage, mean, standard deviation, and multiple regression. According to the data analysis, found that the overall customer satisfaction and loyalty to e-banking in Battambang province were at the high level. The result of study on the effect of satisfaction with e-banking service on customer loyalty found that only four determinants of e-banking service were statistically significant at 0.05 including fee charge, speed, design, and accessibility respectively, whereas convenience and security were not statistically significant.
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