THE IMPACT OF E-SERVICE QUALITY N CUSTOMER SATISFACTION AND

LOYALTY IN MOBILE BANKING USAGE: CASE STUDY OF THAILAND

Review Theory

Its thesis aims to research the effects of e standard of service using mobile banking
applications through consumer retention and loyalty. Mobile technology is already
playing an increasing part in daily life. Mobile banking (M-banking) is rising at a
substantial pace dependent on an increasing increase of users with mobile apps.
Commercial banks collaborate to improve their customer-friendly, simple, user-
friendly, and safe mobile banking service.

SEM is used to research the effect of e-Service efficiency on customer happiness

and engagement, including 433 surveys of Thai mobile banking consumers in 2015.
The findings revealed that total consumer retention and loyalty was influenced by
standard of service.

The first, second and third main dimensions that describe e level of service are
trust, efficiency, and responsiveness. This analysis gives insights into the importance
of electronic service efficiency for consumer retention and engagement to
academics, professionals, and managers. In fact, the strategic introduction of mobile
banking varies from each level of electronic service efficiency.
Research Model/Framework

Figure 1. The conceptual framework and measurement model for the study

Variables and items

Construct Items
Interface Design - Interface is visually appealing
- Has a well-organized appearance
-Quick and easy to complete a
transaction


Reliability - Delivers on its undertaking to do
certain things by a certain time
- Mobile banking transactions are
error-free
- Shows a sincere interest in solving
customer problems
- Mobile banking has adequate
security

Responsiveness -think the mobile banking application

gives prompt service
-Always willing to help customers
-Never too busy to respond to customer
requests
Trust - I believe the mobile banking is
trustworthy
- Instils confidence in customers.
Personalization -Provides the targeting e-mail to
customers
- Provides the recommendation of
books by customers’ preferences
-Provides customers free personal
homepage
Customer Satisfaction - I am generally satisfied by the services
offered
- Services offered are better than I
expected
- Services are close to my ideal
customer services
Customer Loyalty - I do most of my transactions at this M-
banking
- I recommend this M-banking to
friends, neighbours, and relatives
- I will do my transaction at this M-
banking the very next time
Conclusion

For the conclusion, Mobile banking has a significantly strong growth pace as Web
and mobile penetration increases and is the potential bank platform for
communications and purchases with customers. The findings demonstrate that the
consistency of e-service significantly influences the loyalty and efficiency of
consumers through the usage of mobile banking apps. This result should allow bank
executives to fully grasp how the level of service in mobile banking can be measured
by consumers and how any service factor impacts consumer loyalty. However, there
are few drawbacks to this report. Firstly, the processing of data was restricted to the
customers of the Thai banks. Consequently, all M-banking consumers in other
countries will cautiously generalize the results. Secondly, besides an e-service
standard, there are other variables which may affect the impression of customers of
m-banking 's happiness and loyalty and which require more analysis. In the second,
the quantitative study utilizes the results to demonstrate the effect of EQ on the CS
or CL but does not include in-depth qualitative interviews. Further experiments are
also advised, covering certain considerations such as rates and costs and mixed
approach tests.