ภาพลักษณ์ขององค์การและคุณภาพของโปรแกรมประยุกต์ ที่มีผลต่อความตั้งใจใช้งานโมบายแบงก์กิ้งอย่างต่อเนื่อง
Keywords:
Mobile Banking, Corporate Image, System Quality, Continuance Usage IntentionAbstract
This research studied factors influencing continuance intention to use mobile
banking, based on the IS Success model, consisting of system quality, information quality,
service quality and satisfaction. Additional factors such as corporate image, security and
customer loyalty were included. Respondents were two hundred people who used
mobile banking or people who had ever used m-banking, but currently do not use mobile
banking. Data were collected using online questionnaires. Results showed that the
continuance intention is affected by satisfaction, which is influenced by corporate image,
information quality and security. This study provides suggestions for entrepreneurs,
banking managers and m-banking developers to understand and realize the important
factors which should be applied to improve m-banking for customers’ usage continuance.
References
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จุฬาลงกรณ์มหาวิทยาลัย.
ศรีเพ็ญ ทรัพย์มนชัย, มนวิกา ผดุงสิทธิ์ และ นภดล ร่มโพธิ์. (2555). การวิจัยทางธุรกิจ กรุงเทพฯ: ฟิสิกส์
เซ็นเตอร์.
Andreassen, T. W. & Lindestad, B. (1998). The Effect of Corporate Image in the Formation
of Customer Loyalty. Journal of Service Research, 1(1), 82-92.
Atchariyachanvanich, K., Okada, H. & Sonehara, N. (2007). What keeps Online Customers
Repurchasing Through the Internet? ACM SIGecom Exchanges, 6(2), 47-57.
Bank of Thailand. (2014). Mobile Banking and Internet Bankin. Retrieved August 25, 2015,
from Http://www2.bot.or.th/statistics/ReportPage.aspx?reportID=688&language=th.
Bhattacherjee, A. (2001). Understanding Information Systems Continuance: an Expectation-
Confirmation Model. Mis Quarterly, 351-370.
Chang, H. H. & Chen, S. W. (2009). Consumer Perception of Interface Quality, Security and
Loyalty in Electronic Commerce. Information & Management, 46(7), 411-417.
Chen, W. D. & Cheng, Y. J. (2009). Understanding Consumer Intention in Online Shopping:
a Respecification and Validation of the DeLone and McLean Model. Behaviour &
Information Technology, 28(4), 335-345.
Chen, S. C., Chen, H. H. & Chen, M. F. (2009). Determinants of Satisfaction and Continuance
Intention Towards Self-Service Technologies. Industrial Management & Data
Systems, 109(9), 1248-1263.
Chong, Y. L. (2013). Understanding Mobile Commerce Continuance Intentions: An Empirical
Analysis of Chinese Consumers. The Journal of Computer Information Systems,
53(4), 22-30.
Curtis, T., Abratt, R., Rhoades, D. & Dion, P. (2011). Customer Loyalty, Repurchase and
Satisfaction: a Meta-Analytical Review. Journal of Consumer Satisfaction,
Dissatisfaction and Complaining Behavior, 24, 1.
Delone, W. H. & McLean, E. R. (2003). The DeLone and McLean Model of Information
Systems Success: a Ten-Year Update. Journal of Management Information
Systems, 19(4), 9-30.
Dowling, G. R. (2004). Corporate Reputations: Should you Compete on Yours?. California
Management Review, 46(3), 19-36.
Hellier, P. K., Geursen, G. M., Carr, R. A. & Rickard, J. A. (2003). Customer Repurchase
Intention: A General Structural Equation Model. European Journal of Marketing,
37(11/12), 1762-1800.
Hsu, M. H. & Chiu, C. M. (2004). Predicting Electronic Service Continuance With a
Decomposed Theory of Planned Behaviour. Behaviour & Information Technology,
23(5), 359-373.
Huili, Y. & Zhong, C. (2011). The analysis of Influencing Factors and Promotion Strategy for
the use of Mobile Banking. Canadian Social Science, 7(2), 60-63.
Jing, G. & Yoo, I. S. (2013). An Empirical Study on the Effect of E-Service Quality to
Satisfaction. International Journal of Management Sciences and Business
Research, 2(10), 25.
Kim, M. J., Chung, N. & Lee, C. K. (2011). The Effect of Perceived Trust on Electronic
Commerce: Shopping Online for Tourism Products and Services in South Korea.
Tourism Management, 32(2), 256-265.
Koo, C., Wati, Y. & Chung, N. (2013). A Study of Mobile and Internet Banking Service:
Applying for IS Success Model. Asia Pacific Journal of Information Systems,
23(1), 65-86.
Kotler, P., Haider, D. & Rein, I. (1993). Marketing places: Attracting Investment, Industry, and
Tourism to Cities, States, and Nations. New York: Free Press.
Klynveld Peat Marwick Goerdeler. (2015). Mobile Banking 2015. Retrieved August 25, 2015,
from https://www.kpmg.com/UK/en/IssuesAndInsights/ArticlesPublications/
Documents/ PDF/mobile-banking-report-2015.pdf.
Kumar G. R. & Ravindran, D. S. (2012). An Empirical Study on Service Quality Perceptions
and Continuance Intention in Mobile Banking Context in India. Journal of Internet
Banking and Commerce, 17(1), 1-22.
Lee, M. C. (2010). Explaining and Predicting Users’ Continuance Intention Toward
E-Learning: An Extension of the Expectation–Confirmation Model. Computers &
Education, 54(2), 506-516.
Li, T. (2014). Applying the IS Success Model to Mobile Banking Apps. University of
Lethbridge.
Lii, Y. S. (2009). A Model of Customer E-Loyalty in the Online Banking. Economics Bulletin,
29(2), 891-902.
Lin, H. H. & Wang, Y. S. (2006). An Examination of the Determinants of Customer Loyalty in
Mobile Commerce Contexts. Information & Management, 43(3), 271-282.
Marketingoops. (2014). The Statistics of People Usage Mobile Banking in Thailand.
Retrieved November 7, 2015, from http://www.marketingoops.com/reports/
research/thai-users-mobile-banking.
Nguyen, N., Leclerc, A. & LeBlanc, G. (2013). The Mediating Role of Customer Trust on
Customer Loyalty. Journal of Service Science and Management, 6, 96-109.
Oliver, R. L. (1999). Whence Consumer Loyalty?. the Journal of Marketing, 63, 33-44.
Onyancha, G. K. (2013). The Impact of Bank Brand Image on Customer Satisfaction and
Loyalty: A Case of Kenya Commercial Bank. European Journal of Business and
Management, 5(21), 35-39.
Parasuraman, A., Berry, L. L. & Zeithaml, V. A., (1985). A conceptual Model of Service
Quality and its Implications for Future Research. the Journal of Marketing,
49(4), 41-50.
Parthasarathy, M. & Bhattacherjee, A. (1998). Understanding Post-Adoption Behavior in the
Context of Online Services. Information Systems Research, 9(4), 362-379.
Pope, N., Voges, K. E. & Brown, M. (2009). Winning Ways. Journal of Advertising, 38(2), 5-20.
Positioning Magazine, (2004). The War of Internet Banking. Retrieved December 27, 2015
from http://webhost.cpd.go.th/ewt/spscpd/download/event.doc.
Kumar G. R. & Ravindran, D. S. (2012). An Empirical Study on Service Quality Perceptions
and Continuance Intention in Mobile Banking Context in India. Journal of Internet
Banking and Commerce, 17(1), 1-22.
Roche, I. D. (2014). An Empirical Investigation of Internet Banking Service Quality, Corporate
Image and the Impact on Customer Satisfaction; With Special Reference to
Sri Lankan Banking Sector. Journal of Internet Banking and Commerce, 19(2), 1.
Shahrokh, Z., Oveisi, N. & Timasi, S. (2013). The Effects of Customer Loyalty on Repurchase
Intention in B2C E-commerce- A Customer Loyalty Perspective. Journal of Basic
and Applied Scientific Research, 3(6), 636-644.
Veeraraghavan J. M. (2014). Information Systems Success in the Context of Internet
Banking: Scale Development. Journal of Internet Banking and Commerce,
19(3), 1-15.
Wang, C. Y. (2010). Service Quality, Perceived Value, Corporate Image, and Customer
Loyalty in the Context of Varying Levels of Switching Costs. Psychology &
Marketing, 27(3), 252-262.
Wang, L. & Chaipoopirutana, S. (2014). The Influence of Perceived Service Quality,
Corporate Image, Customer Satisfaction and Value on Customer Loyalty of
Agriculture Bank of China in Kunming, China. Internaltional Conference on Trends
In Economics, Humanities and Management, 172-176.
Translated Thai References
Lapirhatanakul, V. (1997). The Meaning of Corporate Image. Bangkok: Chulalongkorn
University Press. (in Thai)
Supmonchai, S., Phadungsit, M. & Rompho, N. (2012). Business Research. Bangkok: Physics
Centor Publishing. (in Thai)
จุฬาลงกรณ์มหาวิทยาลัย.
ศรีเพ็ญ ทรัพย์มนชัย, มนวิกา ผดุงสิทธิ์ และ นภดล ร่มโพธิ์. (2555). การวิจัยทางธุรกิจ กรุงเทพฯ: ฟิสิกส์
เซ็นเตอร์.
Andreassen, T. W. & Lindestad, B. (1998). The Effect of Corporate Image in the Formation
of Customer Loyalty. Journal of Service Research, 1(1), 82-92.
Atchariyachanvanich, K., Okada, H. & Sonehara, N. (2007). What keeps Online Customers
Repurchasing Through the Internet? ACM SIGecom Exchanges, 6(2), 47-57.
Bank of Thailand. (2014). Mobile Banking and Internet Bankin. Retrieved August 25, 2015,
from Http://www2.bot.or.th/statistics/ReportPage.aspx?reportID=688&language=th.
Bhattacherjee, A. (2001). Understanding Information Systems Continuance: an Expectation-
Confirmation Model. Mis Quarterly, 351-370.
Chang, H. H. & Chen, S. W. (2009). Consumer Perception of Interface Quality, Security and
Loyalty in Electronic Commerce. Information & Management, 46(7), 411-417.
Chen, W. D. & Cheng, Y. J. (2009). Understanding Consumer Intention in Online Shopping:
a Respecification and Validation of the DeLone and McLean Model. Behaviour &
Information Technology, 28(4), 335-345.
Chen, S. C., Chen, H. H. & Chen, M. F. (2009). Determinants of Satisfaction and Continuance
Intention Towards Self-Service Technologies. Industrial Management & Data
Systems, 109(9), 1248-1263.
Chong, Y. L. (2013). Understanding Mobile Commerce Continuance Intentions: An Empirical
Analysis of Chinese Consumers. The Journal of Computer Information Systems,
53(4), 22-30.
Curtis, T., Abratt, R., Rhoades, D. & Dion, P. (2011). Customer Loyalty, Repurchase and
Satisfaction: a Meta-Analytical Review. Journal of Consumer Satisfaction,
Dissatisfaction and Complaining Behavior, 24, 1.
Delone, W. H. & McLean, E. R. (2003). The DeLone and McLean Model of Information
Systems Success: a Ten-Year Update. Journal of Management Information
Systems, 19(4), 9-30.
Dowling, G. R. (2004). Corporate Reputations: Should you Compete on Yours?. California
Management Review, 46(3), 19-36.
Hellier, P. K., Geursen, G. M., Carr, R. A. & Rickard, J. A. (2003). Customer Repurchase
Intention: A General Structural Equation Model. European Journal of Marketing,
37(11/12), 1762-1800.
Hsu, M. H. & Chiu, C. M. (2004). Predicting Electronic Service Continuance With a
Decomposed Theory of Planned Behaviour. Behaviour & Information Technology,
23(5), 359-373.
Huili, Y. & Zhong, C. (2011). The analysis of Influencing Factors and Promotion Strategy for
the use of Mobile Banking. Canadian Social Science, 7(2), 60-63.
Jing, G. & Yoo, I. S. (2013). An Empirical Study on the Effect of E-Service Quality to
Satisfaction. International Journal of Management Sciences and Business
Research, 2(10), 25.
Kim, M. J., Chung, N. & Lee, C. K. (2011). The Effect of Perceived Trust on Electronic
Commerce: Shopping Online for Tourism Products and Services in South Korea.
Tourism Management, 32(2), 256-265.
Koo, C., Wati, Y. & Chung, N. (2013). A Study of Mobile and Internet Banking Service:
Applying for IS Success Model. Asia Pacific Journal of Information Systems,
23(1), 65-86.
Kotler, P., Haider, D. & Rein, I. (1993). Marketing places: Attracting Investment, Industry, and
Tourism to Cities, States, and Nations. New York: Free Press.
Klynveld Peat Marwick Goerdeler. (2015). Mobile Banking 2015. Retrieved August 25, 2015,
from https://www.kpmg.com/UK/en/IssuesAndInsights/ArticlesPublications/
Documents/ PDF/mobile-banking-report-2015.pdf.
Kumar G. R. & Ravindran, D. S. (2012). An Empirical Study on Service Quality Perceptions
and Continuance Intention in Mobile Banking Context in India. Journal of Internet
Banking and Commerce, 17(1), 1-22.
Lee, M. C. (2010). Explaining and Predicting Users’ Continuance Intention Toward
E-Learning: An Extension of the Expectation–Confirmation Model. Computers &
Education, 54(2), 506-516.
Li, T. (2014). Applying the IS Success Model to Mobile Banking Apps. University of
Lethbridge.
Lii, Y. S. (2009). A Model of Customer E-Loyalty in the Online Banking. Economics Bulletin,
29(2), 891-902.
Lin, H. H. & Wang, Y. S. (2006). An Examination of the Determinants of Customer Loyalty in
Mobile Commerce Contexts. Information & Management, 43(3), 271-282.
Marketingoops. (2014). The Statistics of People Usage Mobile Banking in Thailand.
Retrieved November 7, 2015, from http://www.marketingoops.com/reports/
research/thai-users-mobile-banking.
Nguyen, N., Leclerc, A. & LeBlanc, G. (2013). The Mediating Role of Customer Trust on
Customer Loyalty. Journal of Service Science and Management, 6, 96-109.
Oliver, R. L. (1999). Whence Consumer Loyalty?. the Journal of Marketing, 63, 33-44.
Onyancha, G. K. (2013). The Impact of Bank Brand Image on Customer Satisfaction and
Loyalty: A Case of Kenya Commercial Bank. European Journal of Business and
Management, 5(21), 35-39.
Parasuraman, A., Berry, L. L. & Zeithaml, V. A., (1985). A conceptual Model of Service
Quality and its Implications for Future Research. the Journal of Marketing,
49(4), 41-50.
Parthasarathy, M. & Bhattacherjee, A. (1998). Understanding Post-Adoption Behavior in the
Context of Online Services. Information Systems Research, 9(4), 362-379.
Pope, N., Voges, K. E. & Brown, M. (2009). Winning Ways. Journal of Advertising, 38(2), 5-20.
Positioning Magazine, (2004). The War of Internet Banking. Retrieved December 27, 2015
from http://webhost.cpd.go.th/ewt/spscpd/download/event.doc.
Kumar G. R. & Ravindran, D. S. (2012). An Empirical Study on Service Quality Perceptions
and Continuance Intention in Mobile Banking Context in India. Journal of Internet
Banking and Commerce, 17(1), 1-22.
Roche, I. D. (2014). An Empirical Investigation of Internet Banking Service Quality, Corporate
Image and the Impact on Customer Satisfaction; With Special Reference to
Sri Lankan Banking Sector. Journal of Internet Banking and Commerce, 19(2), 1.
Shahrokh, Z., Oveisi, N. & Timasi, S. (2013). The Effects of Customer Loyalty on Repurchase
Intention in B2C E-commerce- A Customer Loyalty Perspective. Journal of Basic
and Applied Scientific Research, 3(6), 636-644.
Veeraraghavan J. M. (2014). Information Systems Success in the Context of Internet
Banking: Scale Development. Journal of Internet Banking and Commerce,
19(3), 1-15.
Wang, C. Y. (2010). Service Quality, Perceived Value, Corporate Image, and Customer
Loyalty in the Context of Varying Levels of Switching Costs. Psychology &
Marketing, 27(3), 252-262.
Wang, L. & Chaipoopirutana, S. (2014). The Influence of Perceived Service Quality,
Corporate Image, Customer Satisfaction and Value on Customer Loyalty of
Agriculture Bank of China in Kunming, China. Internaltional Conference on Trends
In Economics, Humanities and Management, 172-176.
Translated Thai References
Lapirhatanakul, V. (1997). The Meaning of Corporate Image. Bangkok: Chulalongkorn
University Press. (in Thai)
Supmonchai, S., Phadungsit, M. & Rompho, N. (2012). Business Research. Bangkok: Physics
Centor Publishing. (in Thai)
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Published
2017-09-01
How to Cite
ผลาวงศ์ น., & ทองมาก ผ. (2017). ภาพลักษณ์ขององค์การและคุณภาพของโปรแกรมประยุกต์ ที่มีผลต่อความตั้งใจใช้งานโมบายแบงก์กิ้งอย่างต่อเนื่อง. Journal of Multidisciplinary in Social Sciences, 13(3), 97–116. Retrieved from https://so03.tci-thaijo.org/index.php/sduhs/article/view/186635
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