The Acceptance of Risk and Satisfaction Affecting Loyalty in Using SPayLater Loan Services: A Case Study of Gen Z in Hat Yai District, Songkhla Province
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Abstract
The objectives of this research article were (1) to study risk acceptance that affects loyalty in using the SPayLater credit service among Generation Z users in Hat Yai District, Songkhla Province, and (2) to study satisfaction that affects loyalty in using the SPayLater credit service among Generation Z users in Hat Yai District, Songkhla Province. The sample comprised 400 Generation Z users aged 20–28 years, recruited through purposive sampling. The research instrument was a questionnaire containing multiple-choice items and 5-point rating-scale items. The data analysis included percentages, means, standard deviations, correlation analysis, and multiple regression analysis.
The research results found that (1) risk acceptance, which consisted of financial risk, security risk, and usage risk, affected the loyalty of SPayLater credit service users at the statistical significance level of 0.01. The regression coefficients indicated that usage risk had the most substantial adverse effect on loyalty, with security and financial risks following closely. (2) Satisfaction, which consisted of service transparency, accessibility, and customer support, showed that the factor having a positive effect on loyalty at the statistical significance level of 0.01 was customer support. In contrast, service transparency affected loyalty to the SPayLater credit service at the 0.05 significance level. From a practical perspective, the results can be applied to improving digital credit services and developing strategies to enhance loyalty among Generation Z users.
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