Customers Satisfaction Towards Paotang Application of Krung Thai Bank Public Company Limited in Khan Na Yao Bangkok

Abstract

             This study aimed to investigate 1) the satisfaction of users of the “Pao Tang” application by Krungthai Bank Public Company Limited in Khan Na Yao District, Bangkok; 2) the personal factors, knowledge, and types of services related to the application; and 3) the relationships between these factors and user satisfaction. This was a quantitative research study. The sample consisted of 397 users of the “Pao Tang” application residing in Khan Na Yao District, selected through simple random sampling. Data were collected using a questionnaire, which had a content validity index ranging from 0.67 to 1.00 and an overall reliability coefficient of 0.85. Data analysis was performed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics, including Chi-Square and Pearson’s correlation coefficient, with a statistical significance level set at 0.05.
             The results showed that:
             1. This study found that overall customer satisfaction among users of the “Pao Tang” application of Krungthai Bank in Khan Na Yao District was at a high level. The highest satisfaction was in the areas of service providers and operational processes, including transaction speed, staff readiness to assist, and ease of system use. Satisfaction with awareness of rights and benefits was relatively lower than other aspects.
             2. Regarding personal factors, knowledge, and types of services, most respondents were male, aged 30–39 years, single, held a bachelor’s degree, earned 15,001–30,000 baht per month, and worked in the private sector. Customers showed a high level of understanding of various app functions such as e-Wallet, lottery purchasing, student loan, and general banking services. The services used most frequently were lottery purchasing and banking services, while the Health Wallet was the least used.
             3. The analysis of the relationship between factors and satisfaction revealed that personal factors including gender, age, marital status, education, occupation, and income had no significant relationship with satisfaction.                                       In contrast, knowledge and types of services used showed a low-level correlation with satisfaction, especially in the areas of processes, security, and reliability.