Loyalty in using mobile banking services of working people in Dusit District, Bangkok
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Abstract
This research aimed to study the loyalty in using Mobile Banking services of working people in Dusit District, Bangkok, classified by demographic, and to study service quality factors affecting loyalty in using mobile banking of working people in Dusit District, Bangkok. The sample comprised 400 working people who used mobile banking in the Dusit District, Bangkok, using purposive sampling and convenience sampling. Data were collected via questionnaires and analyzed using percentages, mean, standard deviations, Independent Samples T-test, One-way analysis of Variance, and multiple regression analyses by Statistical Package for Social Science. The research findings indicated that working people with different educational levels and incomes had different loyalty to using mobile banking at a significance level of 0.05, while working people with different sex and occupation had no different loyalty to using mobile banking. The findings also revealed that the overall service quality of mobile banking, including Reliability ( β=.319) , Responsiveness ( β=.913) , Assurance ( β=.914) , Empathy (β=.118), and Tangibles (β=.174) affected loyalty in using mobile banking services of working people in Dusit District, Bangkok (Adjusted R2 =.69 2 ) at a significance level of 0.05
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