Mobile Banking Service Quality of Siam Commercial Bank Public Company Limited: Comparison between Expectation and Perception of Customers
Keywords:
Service Quality, Mobile Banking, SCB EASYAbstract
The research aimed to (1) examine the level of service quality of SCB EASY, the mobile banking application of Siam Commercial Bank Public Company Limited, by comparing customers’ expectations with their perceptions, and (2) investigate the effects of service quality on customer engagement and their intention to continue using the service. The sample consisted of 267 bank customers residing in Bua Yai District, Nakhon Ratchasima Province. Data were collected using a structured questionnaire and analyzed using a statistical software package. Descriptive statistics, including mean and standard deviation, were employed to assess variable levels, while multiple regression analysis was used as the inferential statistical technique.
The findings revealed that both customer expectations and perceptions of the service quality of the SCB EASY application were at high levels across all dimensions. The highest-scoring dimensions were convenience, security, reliability, and system stability. The analysis of the expectation–perception gap indicated that customers’ perceptions were closely aligned with their expectations, suggesting that the service quality of the application effectively meets user needs.
For the second objective, the regression analysis showed that System Quality was the most influential factor affecting both customer commitment (β = .746, p < .001) and intention to continue using the service (β = .777, p < .001). The second influential factor was Efficiency, which significantly predicted intention to use (β = .092, p = .016). The model explained 55.5% of the variance in customer commitment and 62.3% of the variance in intention to use.
Overall, the results indicate that system quality and system efficiency are critical determinants in maintaining customer loyalty and promoting continued use of mobile banking services. Therefore, it is essential for the bank to enhance the stability, security, speed, and user-friendliness of the system, as well as design a user experience that meets customer expectations. These improvements will help strengthen users’ trust and satisfaction with Siam Commercial Bank’s mobile banking services, particularly the SCB EASY application.
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