The Development of E-Banking Service Model in Thailand

Abstract

The objective of this study were (1) To study the factors influencing the loyalty in e-banking services; (2) To investigate the relationship among e-banking service quality, Corporate Image, Customer perceived value, e-satisfaction, e-trust and e-loyalty. A sample group of 600 people who ever used the e-banking services was selected. The instrument of the research was a questionnaire used to collect the data. The analysis of overall model fit indexes after adapting the model found that the model was consistent with the empirical data. All six Goodness of fit model passed the accepted criteria as  x2= 716.108, x2/d.f. = 2.830, RMSEA = 0.055, CFI = 0.933, TLI = 0.921, SRMR = 0.076 The result found that e-banking service quality, corporate image, customer perceived value, e-satisfaction, e-trust had the influences on e-loyalty. and also found that moderator variables of attractiveness of alternative had interaction effects to e-satisfaction and e-loyalty service for e-banking services in Thailand. The result can be used for consideration on marketing services strategy to improve the e-banking services.