Factors affecting customers’ satisfaction on mobile banking service quality at Asia Commercial Joint Stock Bank
Keywords:Asia Commercial Joint Stock Bank, customer satisfaction, mobile banking, reliability, service capacity, tangible means
This study examined the factors affecting customer satisfaction on the quality of mobile banking services at commercial banks like the Asia Commercial Joint Stock Bank (ACB). The model of A.P. Parasuraman, V.A. Zeithaml, L.L. Berry in 1988  was applied as the theoretical background for this study. Measurement scale was validated with Cronbach’s alpha, exploratory factor analysis (EFA). The results show that tangibles, reliability, and competency affect customers’ satisfaction with mobile banking service quality. Some managerial implications were grasped: (i) it is necessary to update many utility functions to serve customers’ need; (ii) it would be helpful to optimize the customer service process for quickness and accuracy; (iii) banking staff need to be equipped with more knowledge and skills to create a sense of trust while dealing with customers; (iv) Clear, complete, and simple information on transaction terms are required to commit that the information is the most accurate and true to give customers a feeling of peace of mind when doing transactions; and (v) Appropriate compensation policies are essential to create employee satisfaction so that employees can work effectively and productively.
Received 28 December 2022; accepted 21 March 2023
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