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Abstract:
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The objectives of this research were to study the general characteristics of the customers; to examine their behavior and factors affecting the decision-making, and to explore their satisfaction in using Electronic Banking with Krungthai Bank in Mueng District, Chiang Mai Province. It was a quantitative research. Questionnaire was used as an instrument to collect data from 200 customers using Electronic Banking with Krungthai Bank in Mueng District, Chiang Mai Province. Data analysis had been performed based on descriptive statistics, including frequency, percentage and mean, as well as inferential statistics which were F-Test (One Way ANOVA) with a statistically significant level at 0.05. The results of this study could be summarized as follows. The majority of the samples are females. Have a marital status, Highest bachelor degree, Income between 10,001 - 20,000 Baht and not over 30 years old. Due to the customers’ behavior in using Electronic Banking, the research revealed that the first important source of perceiving Electronic Banking was the Bank officer’s suggestion. They had been using the Electronic Banking for more than one year and 1-2 times per month in average between 12.01-18.00 pm. Balance enquiry was the service that the sample used the most. The reasons were time saving and easy to use. The person who influenced to use the service was themselves. Finally, they chose to use Electronic Banking with only Krungthai Bank.
With reference to factors affecting in using Electronic Banking with Krungthai Bank, the research indicated that the sample customers gave priority to the selling factor. The physical characteristic building and presentation factor and the production factor respectively. Finally, in terms of satisfaction toward the usage of Electronic Banking. To illustrate, they were satisfied with the selling aspect in the first place. Then, they were satisfied with the physical characteristic building and presentation aspect, the process aspect respectively.
Key word: Behavior, Customer, Satisfaction Electronic Banking, Krungthai Bank
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