The Causal Factors Influencing Customer Loyalty for Self Service Technology of Commercial Bank in Thailand


  • Sasithon Imwut Vongchavalitkul University
  • Patcharee chayakornsopit Rajamangala University of Technology Tawan-ok, Bangkok, Thailand
  • Sumalee Somnuk Rajamangala University of Technology Tawan-ok, Bangkok, Thailand


Self-Service Technology, Technology Acceptance, Electronic word-of-mouth, Intention, Trust, Loyalty


                  This research is a quantitative research. The objectives of this study were (1) to study the influence of causal factors on customer intention and trust in using self-service technology services of commercial banks in Thailand; (3) To develop a structural equation model of causal factors influencing customer loyalty using self-service technology (SST). of commercial banks listed on the Stock Exchange of Thailand The sample group was 400 customers using self-service technology (SST) using convenience random sampling. The tool used was a questionnaire. Implementation of mixed model research according to a convergent-parallel approach. The study found that Use intentions are directly influenced by the quality of technology implementation. technology acceptance and electronic word-of-mouth communication The predictive coefficient of intention to use was 45.2%. Trust was directly influenced by quality of use of technology, acceptance of technology and electronic word-of-mouth communication There was a predictive coefficient of intent to use 56.8%, and customer loyalty directly influenced by technology implementation quality technology acceptance intention to use and trust, with a predictive coefficient of loyalty of 84.5 percent, but customer loyalty not directly influenced by electronic word-of-mouth communication at the significance level of 0.05.
                    The results of the analysis of the structural equation model were developed and found that it was consistent with the empirical data. Qua-square per degree of freedom was 1.308, p-value was 0.052, CFI was 0.995, GFI was 0.975, RMSEA was 0.028, RMR was 0.007, which theoretically explained that the aforementioned structural equation model was consistent with the theoretical model that set at an acceptable level.


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