The Quality of Electronic Financial Services Affecting the Loyalty users of Krungsri Ayudhya Bank Sermthai Complex Branch Mahasarakham

Abstract

This research consists purposes were 1. to study the quality of electronic financial services at Krungsri Ayudhya Bank Sermthai Complex Branch Maha Sarakham 2. to study the loyalty of users of Krungsri Ayudhya Bank Sermthai Complex Branch and 3. to study the impact of electronic financial service quality on user loyalty at Krungsri Ayudhya Bank Sermthai Complex Branch Maha Sarakham. a quantitative research study using a questionnaire as the research instrument. The sample group consisted of 385 participants, determined by Cochran (1953). The data collected from the questionnaires were analyzed using descriptive statistics, including percentage, mean and standard deviation, as well as multiple correlation and stepwise multiple regression analysis. The research findings revealed that 1) The overall quality of electronic financial services among customers of Krungsri Ayudhya Bank Sermthai Complex Branch Maha Sarakham, was rated at the highest level (x̅ = 4.71, S.D. = 0.49) 2) The overall customer loyalty of Krungsri Ayudhya Bank clients at the Sermthai Complex Branch Maha Sarakham was also rated at the highest level (x̅ = 4.54, S.D. = 0.60) and 3) The electronic financial services factors that influenced customer loyalty at Krungsri Ayudhya Bank Sermthai Complex Branch Maha Sarakham were found to have positive correlations at a statistically significant level of .05. Specifically, responsiveness (RES) showed an r value of 0.624, assurance (ASS) had an r value of 0.517, reliability (REL) had an r value of 0.727, tangibility (TAN) had an r value of 0.705 and empathy (EMP) had an r value of 0.700 all positively correlated with customer loyalty (LOY).