สารนิพนธ์พ.ศ. 2022

The Influencing factors on Sichuan banking service satisfaction of personal mobile banking services

ผู้จัดทำ: Tian Shengzhi
ระดับการศึกษา: ปริญญาโท
สาขาวิชา/กลุ่มสาขา: หลักสูตรบริหารธุรกิจมหาบัณฑิต สาขาวิชาการจัดการ
อาจารย์ที่ปรึกษา: Wang Qiliang
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Abstract (English)

The rapid development of smartphone technologies in Sichuan had increased the demand for mobile banking in financial services and mobile commerce. This research was conducted for mobile banking adoption in Sichuan based on the use intention with different service elements without traditional service. Social influence was added to investigate the direct effect on individuals' intentions with their preference for banking services. The relationship between practical characteristics and service quality was explored in the relationship between customer satisfaction and use intention. The perceived usefulness, social influence, perceived ease of use, word of mouth, perceived service, expected services, and personal requirements were significant predictors of individuals' intentions to adopt m-banking in Sichuan. The purpose of this study was to explore the demographic factors of banking service on consumer satisfaction based on gender and age groups in Sichuan; evaluate the influencing factors of personal mobile banking service on customer satisfaction in Sichuan, and; put forward relevant suggestions for improving consumer satisfaction in banking service based on promoting personal mobile banking service. Four hundred and five completed questionnaires of Sichuan banking customers were collected through the online WeChat platform by random sampling in June 2022. The results showed that all influencing factors impacted customer satisfaction through mobile banking service promotion. Further suggestions were made to improve additional confidence and satisfaction of local customers in using personal mobile banking services in Sichuan. using per