FACTORS to increase customer satisfaction of Mobile Banking
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A STUDY ON FACTORS to increase customer satisfaction of Mobile Banking
AgendaIntroductionResearch ModelData CollectionAnalysisImplicationsLimitations & Future Research
Interesting Statistics864,312
M-bankin
g Accoun
t
44 Miilion Mobile phone users
Thailand Statistics 2555 2554 2553
Mobile populationpenetration rate
(Million)44 41 38
M-Bankingpenetration rate
864,312
706,439
519,450
Source: Bank of Thailand , NSONote:Transfer within the same bank to bank payments for goods and services.
Challenges• Handset Operability• Security• Scalability and Reliability• Application Distribution• Personalization
Benefits• Reduces operating cost• Saves time• Generates additional
revenue• Customer retention• Growth for service
providers
IS Success Framework
Intention to Use
UserSatisfactio
n
Information Quality
System Quality
Service Quality
Information Systems Success Model (DeLone & McLean 2002, 2003)
IS Success Framework
H1: Mobile Bank safety systems has positive on the intention to use.H2 : Mobile Bank safety systems has positive on the increasing customer satisfaction.H3 : Mobile Bank safety systems has positive on the consumer trust.H4 : Service quality has positive on the intention to use.H5 : Service quality has positive on customer satisfaction. H6 : Service quality has positive on consumer trust.H7: financial cost has the negative effect on the intention to use mobile banking.H8 : financial cost has the negative effect on the customer satisfaction.
Hypothesis.
H9: Brand royalty has the positive effect on the intention to use mobile banking.H10: Brand royalty has the positive effect on the customer satisfaction.H11: Brand royalty has the positive effect on the customer trust.H12: Perceived ease of use has the positive effect on the intention to use mobile banking. H13: Perceived ease of use has the positive effect on the Perceived Usefulness.
Hypothesis. (Continued)
H14: Functions are easier to use has the positive effect on the intention to use mobile banking. H15: Functions are easier to use has the positive effect Perceived Usefulness. H16: Perceived Usefulness has positive effect on the trust of mobile banking.H17: Customer trust has positive effect on the intention to use.H18: Customer trust has positive effect on customer satisfaction.H19: Intention to usehas positive effect on the trust of customer satisfaction.
Hypothesis. (Continued)
Likert scale
295 RESULTS
Online survey
Pilot study
General InformationG
ender
Age G
roup
11-20 21-30 31-40 41-50 > 50 0
20
40
60
80
100
120
140
160
180
200
5
169187
34
9
0.74% 1.98%
53.96%
43.32%
ต่ำ���กว่��หรือเที�ยบเที��มั�ธยมัศึ�กษ�ต่ำอนปล�ย/ปว่ช.
อน�ปรื�ญญ�/ปว่ส.
ปรื�ญญ�ต่ำรื� ส�งกว่��ปรื�ญญ�ต่ำรื�Edu
cati
on
ข้"�รื�ชก�รื
รื�ฐว่�ส�หก�จ
พน�กง�นบรื�ษ�ทีเอกชนฯ
ธ�รืก�จส�ว่นต่ำ�ว่/อ�ช�พอ�สรืะ
อ�นๆ...........................
0 50 100150200250300
14
45
296
38
11
Occ
upati
on
General Information (continued)
86
56
7592
95
Inco
me
per
month
.
BKK
Other
Resi
dent.
< 20K
20 K – 29.99K
> 50K
40K -49.99K
30K – 39.99K
Smartphone Using Information
388
16
Sm
art
phone U
ser
Use
< 3 3- 7 7 -11 > 11 0
20
40
60
80
100
120
140
160
180168
177
39
6
Experi
ence
Sm
art
phone.
< 1 Hr.
2-5 Hrs.
5-10 Hrs.
10-15 Hrs.
> 15 Hrs.
0 20 40 60 80 100120140160180200
21
190
132
33
14
Hours
Usi
ng
M-Banking Using Information
M-B
anki
ng
Use
r
Why n
ot
use
it.
295
109
Use
ไมั�สะดว่กในก�รืที��ธ�รืกรืรืมั
ก�งว่ลเรื�องคว่�มัปลอดภั�ย
โทีรืศึ�พที/ป0จจ�บ�นไมั�รืองรื�บบรื�ก�รื
ไมั�มั�คว่�มัรื� "คว่�มัเข้"�ใจในก�รืบรื�ก�รื
ไมั�รื� "จ�กบรื�ก�รื Mobile Banking
อ�นๆ
0 10 20 30 40 50 60 70
m-banking Using Information (continued)
M-B
anki
ng
Use
rW
hy n
ot
use
it.
226
66 3
4-8 yrs.
1-4 yrs.
8-13 yrs.
191
170
49
46
35
22
39KBANKSCBBBLKTBBAYSCBTTMB
โอนเง�น
ช��รืะเง�นค��ส�นค"�และบรื�ก�รืต่ำ��งๆ
ค��ส�ธ�ณู�ปโภัค
ซื้4อ-ข้�ย-ส�บเปล��ยนกองที�น
เช5คยอดเง�นในบ�ญช
ต่ำรืว่จสอบรื�ยก�รืเด�นบ�ญช
บรื�ก�รืด"�นบ�ต่ำรืเครืด�ต่ำ
เช5คอ�ต่ำรื�แลกเปล��ยนเง�น
เช5คอ�ต่ำรื�ดอกเบ�4ย(ฝ�ก,ก�")
0 50 100 150 200 250 300
258
173
107
48
92
96
60
24
15
M-Banking Using Information (continued)
Frequency
of
financi
al
transa
ctio
ns.
Serv
ice.
โอนเง�น
ช��รืะเง�นค��ส�นค"�และบรื�ก�รืต่ำ��งๆ
ค��ส�ธ�ณู�ปโภัค
ซื้4อ-ข้�ย-ส�บเปล��ยนกองที�น
เช5คยอดเง�นในบ�ญช
ต่ำรืว่จสอบรื�ยก�รืเด�นบ�ญช
บรื�ก�รืด"�นบ�ต่ำรืเครืด�ต่ำ
เช5คอ�ต่ำรื�แลกเปล��ยนเง�น
เช5คอ�ต่ำรื�ดอกเบ�4ย(ฝ�ก,ก�")
0 50 100 150 200 250 300
258
173
107
48
92
96
60
24
15
< 3 time/Week 3-7 times/Week
7 times/Week0
50
100
150
200
250
3153
207
4
บรื�ก�รืส�นเช�อเคล�อนที��บรื�ก�รืe-commerce, Auction
บรื�ก�รืRFID (ใช"โทีรืศึ�พที/ช��รืะส�นค"�และบรื�ก�รืแทีนเง�นสด)
อ�นๆ
Other services that you wish to have in M-banking.
Reliability Analysis
Theories. Cronbach Alpha
SEC 0.810
Brand 0.878
PEU 0.870
Function 0.853
PU 0.800
Price 0.852
Service Quality 0.858
Trust 0.904
Intention to use 0.864
Satisfaction 0.858
Correlation Analysis
SEC Brand PEU Function PU Price Service quality Trust Intention
to use Satisfaction
SEC 1 0.240 0.387 0.275 0.274 -.007 -.054 0.183 0.177 0.215
Brand 0.240 1 0.266 0.253 0.207 0.287 0.282 0.289 0.146 0.207
PEU 0.387 0.266 1 0.412 0.417 0.337 0.349 0.445 0.367 0.492
Function 0.275 0.253 0.412 1 0.315 0.186 0.193 0.288 0.291 0.354
PU 0.274 0.207 0.417 0.315 1 0.247 0.288 0.485 0.499 0.532
Price -.007 0.287 0.337 0.186 0.247 1 0.663 0.557 0.208 0.463
Service Quality -.054 0.282 0.349 0.193 0.288 0.663 1 0.594 0.198 0.558
Trust 0.183 0.289 0.445 0.288 0.485 0.557 0.594 1 0.444 0.639
Intention to use 0.177 0.146 0.376 0.291 0.499 0.208 0.198 0.444 1 0.580
Satisfaction 0.215 0.207 0.492 0.354 0.532 0.463 0.558 0.639 0.580 1
Information to assess various aspects of 295 sample.
การประเมิ�นระดั�บความิค�ดัเห็�น
ผลการประเมิ�น (เปอร�เซ็�นต์�)มิากที่��สุ�ดั มิาก ปานกลาง น�อย ไมิ เห็�น
ดั�วยSecurity 60.90 35.25 3.62 0.11 0.11
Brand Royalty 33.73 56.95 7.80 0.85 0.68
Ease of Use 45.36 45.97 8.61 0.07 0.00
Functionality 34.35 60.56 5.08 0.00 0.00
Perceive Usefulness 33.14 57.20 8.73 0.68 0.25
Price 23.16 57.18 15.03 2.94 1.58
Service Quality 20.17 57.37 16.36 4.15 1.95
Trust 23.81 63.98 11.86 0.34 0.00
Intention to Use 26.78 65.76 7.12 0.34 0.00
Mobile Banking Satisfaction 22.54 67.12 9.66 0.59 0.08
Descriptive Statistics
MeanStd.
Deviation
N
Security 1.432 .49 295
Brand Royalty 1.778 .64 295
Ease of Use 1.647 .52 295
Functionality 1.707 .48 295
Perceive Usefulness 1.777 .50 295
Price 2.026 .70 295
Service Quality 2.103 .69 295
Trust 1.887 .52 295
Intention to Use 1.810 .49 295
Mobile Banking Satisfaction 1.885 .48 295
The table shows the relationship between the Independent and Independent .
Hypothesis IndependentVariable
DependentVariable
R Square
AdjustedR Square
Unstandardized Coefficients
Std. Coefficients
t Sig.
B Std. Error Beta
H1 SEC Intention .256 .246 - - - -.174 .862
H4 Service Intention .256 .246 -.093 .045 -.130 -2.034 .042
H7 Price Intention .256 .246 - - - -.414 .679
H9 BrandRoyalty Intention .256 .246 - - - -.297 .766
H12 PEU Intention .256 .246 .171 .057 .181 2.992 .003
H14 Functionality Intention .256 .246 .127 .057 .125 2.231 .026
H17 Trust Intention .256 .246 .382 .063 .404 6.050 .000
The table shows the relationship between the Independent and Independent. (continued)
Hypothesis IndependentVariable
DependentVariable R Square Adjusted
R Square
Unstandardized Coefficients
Std. Coefficients t Sig.
B Std. Error Beta
H2 SEC Satisfaction .595 .589 .120 .038 .122 3.126 .002
H5 Service Satisfaction .595 .589 .243 .033 .346 7.266 .000
H8 Price Satisfaction .595 .589 - - - .759 .448
H10 BrandRoyalty Satisfaction .595 .589 - - - -
1.312 .191
H18 Trust Satisfaction .595 .589 .224 .048 .241 4.642 .000
H19 Intention to Use Satisfaction .595 .589 .376 .041 .383 9.098 .000
The table shows the relationship between the Independent and Independent. (continued)
Hypothesis IndependentVariable
DependentVariable
R Square
AdjustedR Square
Unstandardized Coefficients
Std. Coefficients t Sig.
B Std. Error Beta
H3 SEC Trust .475 .470 .136 .048 .128 2.860 .005
H6 Service Quality Trust .475 .470 .390 .034 .514 11.474 .000
H11 Brand Royalty Trust .475 .470 - - - 1.289 .199
H16 PU Trust .475 .470 .312 .048 .302 6.490 .000
The table shows the relationship between the Independent and Independent. (continued)
Hypothesis IndependentVariable
DependentVariable
R Square
AdjustedR Square
Unstandardized Coefficients
Std. Coefficients t Sig.
B Std. Error Beta
H13 PEU PU .198 .193 .334 .056 .345 6.002 .000
H15 Functionality PU .198 .193 .180 .060 .173 3.008 .003
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