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FACTORS POSITIVELY AFFECTING CUSTOMER LOYALTY OF ONLINE BANKING USERS OF EMPLOYEES IN BANG RAK DISTRICT IN BANGKOK FACTORS POSITIVELY AFFECTING CUSTOMER LOYALTY OF ONLINE BANKING USERS OF EMPLOYEES IN BANG RAK DISTRICT IN BANGKOK Nattaya Sirimongkol This Independent Study Manuscript Presented to The Graduated School of Bangkok University in Partial Fulfillment of the Requirements for the Degree Master of Business Administration 2018 ©2018 Nattaya Sirimongkol All Rights Reserved v Sirimongkol, N. M.B.A., August 2018, Graduate School, Bangkok University. Factors Positively Affecting Customer Loyalty of Online Banking Users of Employees in Bang Rak District in Bangkok (102 pp.) Advisor: Penjira Kanthawongs, Ph.D. ABSTRACT The purpose of this paper was to examine the independent factors positively affecting customer loyalty of online banking users of employees in Bang Rak district in Bangkok. Those independent factors were structural assurance, personal need, personal innovativeness, facilitating condition, design, convenience, privacy and security concerns, and consumer engagement towards customer loyalty of online banking users of employees. Total samples of 252 employees of online banking users collected with survey questionnaire in the area of Bang Rak district in Bangkok from January to February 2018. The majority of respondents were females and singles, aged between 24-29 years old, had Bachelor degrees, and worked in private companies with the range of income between 15,001 to 30,000 baht per month. Majority of them used online banking via Kasikorn Bank less than or equal to 5 minutes in order to transfer money around 501-1,500 baht by several times per week. The researcher found that consumer engagement ( = 0.333), personal need ( = 0.251), convenience ( = 0.233), and personal innovativeness ( = 0.229) respectively accounted for 65.6% positively affecting customer loyalty of online banking users of employees in Bang Rak district in Bangkok with statistical significant at .01. Keywords: Online banking, Online banking users, Customer loyalty vi ACKNOWLEDGEMENT This independent study would not have been possible without the kind support and help of many people. I would like to take this opportunity to express my sincere thanks to all of them. Firstly, I would like to thank my advisor, Dr. Penjira Kanthawongs, for her effort, support, guidance and valuable comments on this independent study. She also encouraged me to participate the national conference publication. Besides, my thanks and appreciation also go to all the professors in Bangkok University of MBA International Program for knowledge and encouragement. I sincerely thank to Mrs.Thada Tanavivitporn, VP of Samyod International Business Center Manager, Krung Thai Bank Public Company Limited, and Mr.Watchara Vipoosirikup, Phahurad Branch Manager, Bank of Ayudhya Public Company Limited who dedicated their valuable time to review and correct the questionnaires. I also wish to convey my gratitude to my family members for their love, care, and support throughout the process of doing this independent study. I also would like to thank to my friends, classmates and colleagues for their support and for believing in me. Finally, thank you all participants who dedicated their time to complete the questionnaires and also provided feedback for improving this independent study. Nattaya Sirimongkol vii TABLE OF CONTENTS Page ABSTRACT .................................................................................................................. iv ACKNOWLEDGEMENT ............................................................................................. v LIST OF TABLES ..................................................................................................... viii LIST OF FIGURES ....................................................................................................... x CHAPTER 1: INTRODUCTION ................................................................................. 1 1.1 Rational and Problem Statement .................................................................. 1 1.2 Objectives of Study .................................................................................... 13 1.3 Contribution of Study ................................................................................ 14 CHAPTER 2: LITERATURE REVIEW .................................................................... 15 2.1 Related Theories and Previous Studies ...................................................... 15 2.2 Hypothesis.................................................................................................. 25 2.3 Conceptual Framework .............................................................................. 27 CHAPTER 3: METHODOLOGY ............................................................................... 28 3.1 Research Design......................................................................................... 28 3.2 Population and Sample Selection .............................................................. 28 3.3 Research Instrument and Content Validity ............................................... 29 3.4 Testing Research Instrument ...................................................................... 31 3.5 Statistics for Data Analysis ........................................................................ 34 CHAPTER 4: RESEARCH RESULTS ...................................................................... 36 4.1 Summary of Demographic Data ............................................................... 36 4.2 Results of Research Variables ................................................................... 37 4.3 Results of Hypothesis Testing ................................................................... 41 viii TABLE OF CONTENTS (Continued) Page CHAPTER 4: RESEARCH RESULTS (Continued) 4.4 Summary of Hypothesis Testing ................................................................ 46 CHAPTER 5: DISCUSSION ....................................................................................... 48 5.1 Research Finding and Conclusion ............................................................. 48 5.2 Discussion .................................................................................................. 49 5.3 Recommendation for Managerial Implication ........................................... 55 5.4 Recommendation for Further Research ..................................................... 57 BIBLIOGRAPHY ........................................................................................................ 58 APPENDIX A Survey Questions (English) ................................................................ 67 APPENDIX B Survey Questions (Thai) ...................................................................... 79 APPENDIX C Form to Expert Letter .......................................................................... 88 BIODATA.................................................................................................................. 102 LICENSE AGREEMENT OF INDEPENDENT STUDY ix LIST OF TABLES Page Table 1.1: SWOT analysis for Kasikorn Bank, Siam Commercial Bank, and Krungthai Bank ...................................................................................... 4 Table 3.1: Cronbach’s Alpha Coefficient of 40 pilots testing of questionnaires .......................................................................................... 32 Table 3.2: Factor Analysis of Factor Positively Affecting Customer Loyalty of Online Banking Users of Employees in Bang Rak District in Bangkok .................................................................................................. 33 Table 4.1: Analysis of correlation between independent variable and the dependent variable using Pearson’s Correlation Coefficient ............................................................... 38 Table 4.2: Analysis of correlation between independent variable and the dependent variable using Pearson’s Correlation Coefficient of structural assurance, personal need, personal innovativeness, facilitating condition, design, convenience, privacy and security concerns, consumer engagement that positively affecting to customer loyalty of using online banking. .................................................. 39 Table 4.3: Analysis of variance (ANOVA) of structural assurance, personal need, personal innovativeness, facilitating condition, design, convenience, privacy and security concerns, consumer engagement that positively affecting to customer loyalty of using online banking. .................................................. 41 x LIST OF TABLES (Continued) Page Table 4.4: Multiple Regression Analysis of structural assurance, personal need, personal innovativeness, facilitating condition, design, convenience, privacy and security concerns, consumer engagement that positively affecting to customer loyalty of using online banking ................................................... 42 Table 4.5: Testing Collinearity of independent variable ............................................. 45 xi LIST OF FIGURES Page Figure 2.1: Theoretical framework for customer loyalty ............................................. 27 Figure 4.1: Result of Multiple Regression Analysis from scope of Research ............................................................................. 47 1 CHAPTER 1 INTRODUCTION 1.1 Rationale and Problem statement Online banking, also known as Internet banking, defined as an electronic payment system that provides the ability
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