ONLINE BANKING AND CUSTOMER SATISFACTION IN MUAK LEK DISTRICT, SARABURI PROVINCE
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This research study examined relationships between six aspects of online banking services and customer satisfaction among clients in Muak Lek District, Saraburi Province, Thailand. A survey questionnaire with 49 items was used to collect data from 402 online customers of three local banks in order to better understand their user experiences. Key factors that were explored included Reliability, Transaction Efficiency, Ease of Use, Safety and Security, Customer Support, and Performance. Descriptive analysis revealed a generally positive perception of online banking services, with mean satisfaction scores ranging from a low of 3.81 (Safety and Security) to a high of 4.12 (Transaction Efficiency) on a 5-point scale across the various dimensions. Pearson's correlation test and multiple regression revealed statistically significant correlations at the .01 level among customer satisfaction and all factors, with Performance, Customer Support, and Transaction Efficiency emerging as the key predictors of satisfaction. However, concerns about Safety and Security, along with areas for improvement in Reliability and Ease of Use, were identified. The findings emphasize how these factors influence client perceptions of online banking services, and the importance of ongoing user interface design changes to improve overall customer satisfaction. Recommendations for future research include studying how demographic variables may affect customer satisfaction, longitudinal studies to explore how the determinants of customer satisfaction may change over time, and assessing the impact of specific interventions on customer satisfaction.
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