Factors Affecting the Mobile Banking Service Quality Satisfaction of Service Users in Nakhon Ratchasima Province

Abstract

The purpose of this study was to study the factors of marketing mix (7 P's) affecting the  Mobile Banking service quality satisfaction of service users in Nakhon Ratchasima Province. The researcher used the questionnaires as a tool for collecting data. The samples of this research were purposively selecting 391 service users of โมบายแบงก์กิ้ง application in Nakhon Ratchasima Province. The descriptive statistics analysis and the inferential data with multiple regression equations was applied to test and analyze the hypothesis

The research results found that marketing mix factors had positively affected the Mobile Banking service quality satisfaction of service users in Nakhon Ratchasima Province. The statistically significant result showed that the physical aspect and the presentation factor and procedures factor had positively affected with statistically significant value at 0.01. The other marketing mixes factors had positively affected with statistically significant value at 0.05 which including price factor promotion factor and personnel factor. Research Recommendations 1) The Bank should pay more attention to the convenience of Mobile Banking service to be accessible anywhere and anytime. And can provide 24 hours service 2) Banks should give priority to the security of the Mobile Banking service as it is an important factor in the continued use of the service.