THE COMPARATIVE STUDY OF CUSTOMER SATISFACTION TOWARDS MOBILE BANKING SERVICES AND BRANCH SERVICES OF SIAM COMMERCIAL BANK COMPANY LIMITED

Abstract

           This study was purposely conducted to examine the comparison between mobile banking and bank branch categorized by marketing mix factors as well as to analyze the relationship between customers’ satisfaction and their behavior on both platforms, using online banking and bank branch, by using questionnaire as the implementation to collect the testimony using 400 peoples. Data collected were then analyzed using statistics, Including frequency, percentage, standard deviation, T-test, F-fest and the samples by applying the Multiple Recession Analysis. According to the research, it is found that the marketing mix factors influence the usage of mobile banking and bank branch. Overall, the marketing mix factors indicate that online banking satisfies the users most in term of price, free of charge. And users are most satisfied with the use of the branches of Siam Commercial Bank Public Company Limited, which is the person who is satisfied with the services and the consultation. The results of the study of the relationship between satisfaction and service usage behavior were found that the factor of marketing mixs and the factor of technology acceptance were related to the satisfaction of using financial services via telephone and through the banking branch services. The research recommends that banks or any financial institutions should develop and improve their products to serve the customers’ demand in order to increase the recent customers’ loyalty and, at the same time, to attract more new customers.