The Impact of Internet Banking Service on Customer Satisfaction in Thailand: A Case Study in Bangkok

Abstract

The purpose of this study was to find the internet banking service dimensions that will have the impact on customer satisfaction among top three banks in the Bangkok area: Bangkok Bank, Kasikorn Bank and Siam Commercial Bank. Questionnaires were used to collect data from 450 respondents by using quota sampling. Multinomial logistic regression analysis was employed to obtain the important internet banking service dimensions that have the impact on customer satisfaction. Results showed that providing 24hours-7days service, completing a task accurately, contacting staff to check immediately, providing accurate information & up to date, transaction process is fast, and providing online registration times were the important factors that have the impact on customer satisfaction.