Modelling Technology Application Acceptance of Government Banking and Private Banking Customer on Southern Region of Thailand
Keywords:
Application technology, Application service quality, Relationships Marketing application, Application satisfaction, Acceptance of application technologyAbstract
The objective of the research is to study and develop technology application factors affecting the acceptance of bank customer services. This research is a qualitative and quantitative research. The research instrument was a questionnaire on a sample group of government and private bank customers in the southern region of Thailand. There were a total of 900 customers, divided into 450 respondents of government bank customers and 450 respondents of private bank customers in the southern region of Thailand. The data analysis used the package of SPSS version 22.0 and AMOS version 22.0 statistic values of frequency distribution, percentage, mean, standard deviation and structural equation model analysis (SEM). The results of the research found that the relationship between the variables of the hypothesized path model was significant at p<0.01, and the results of the research hypothesis test indicated that satisfaction through the application acceptance was directly positive influenced by the application technology (β=0.592) service quality (β=0.401) marketing relationship through the application (β=0.379) trust through the application (β=0.463) satisfaction through application acceptance of application technology were directly positive affected by application satisfaction (β=0.851). Therefore. it was concluded that all the variables were positive relationship that affected acceptance of technology by customers of government banks and private banks in the southern region of Thailand. The model is in live with the empirical data. (The chi-square statistic/`degrees of freedom c2/df is equal to=1573.341, p=0.132>0.05 with degrees of freedom 569, RMSEA= 0. 082, GFI= 0.921, AGFI= 0.944, RMR= 0.026)
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