Title: The Factors Influencing Customer Satisfaction in Mobile Banking
Author: Kiran Kumar Moragudi
Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 16th National and International Academic Conference 2023 “Digital Transformation and Sustainable Innovation: Strategies for a Sustainable Future” 31 Oct. – 1 Nov. 2023, pp.225-237 Click PDF
Abstract
The primary objectives of this study include assessing how mobile banking impacts customer satisfaction, as well as identifying key factors that influence customer satisfaction within the mobile banking domain. By focusing on customer behavior and preferences, the study aims to enhance service delivery and ensure high levels of customer satisfaction. To achieve these goals, the research employed documentary research methodology, which involves a thorough examination of user-friendly online platforms, mobile applications, and self-service tools designed to streamline the customer experience. The findings reveal that customer interface design, security, transaction speed, and customer support are critical in shaping customer satisfaction and loyalty. Enhancing these elements is essential for addressing customer concerns and improving overall satisfaction. The research further suggests that both service quality and customer satisfaction are vital preconditions for customer loyalty, with satisfaction serving as a mediator between service quality and loyalty. This study provides valuable insights for banks and financial institutions aiming to improve their mobile banking services. By aligning mobile banking strategies with customer needs, banks can enhance service quality, customer satisfaction, and ultimately, customer loyalty. The research concludes by underscoring the necessity for ongoing innovation and continuous enhancements in mobile banking services to meet evolving customer expectations, emphasizing that maintaining high service quality is crucial for sustaining customer loyalty.
Keywords: mobile banking, service quality, customer satisfaction
The Factors Influencing Customer Satisfaction in Mobile Banking /
6417192006 Kiran Kumar Moragudi 2567 (2024) The Factors Influencing Customer Satisfaction in Mobile Banking สารนิพนธ์ (Independent Study), Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul, ปริญญาโท (Master’s Degree), Graduate School, Master of Business Administration, International Business Management, Bangkok: Siam University