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%

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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

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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

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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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