dFactors Affecting Customer Loyalty of Using Internet Banking in Thailand

• Main Authors: PATCHARAPORN PRAJAKSERANEE, 賴靜娟
• Other Authors: Huang, Ying- Yuh
• Format: Others
• Language: en_US
• Published: 100
• Online Access: http://ndltd.ncl.edu.tw/handle/82266860421558334132

碩士 === 南台科技大學 === 企業管理系 === 99 === This research aims to investigate the customer e-loyalty toward Internet banking in Thailand. With the fast development of Information Technology, most business use the advantages of World Wide Web for running their businesses and banking institution also offers their banking services through Internet. Internet banking service in Thailand becomes a popular alternative service for their customer. Several Bank providers are continuing to improve their internet banking services in order to retain their customers. Loyalty on Internet Banking Service is different from traditional banking services. We conducted convenience sampling method and applied Structural Equation Modeling to investigate the effects of e-service quality, customer satisfaction, customer trust, and customer commitment on e-loyalty. There are 480 valid respondents who has experience with internet banking service in Thailand. The results reveal that customer’s e-loyalty is directly affected by customer’s commitment. Furthermore, customer commitment is also directly affected by satisfaction and trust. Customer satisfaction is also found to have a direct effect on customer’s trust. Based on the path coefficients, trust mediates the relationship between satisfaction and commitment. Differ from the effect of e-service quality to customer commitment. This study indicates that E-service quality affects construct on customer satisfaction and customer trust.