Impact of marketing communication on the service satisfaction toward the K - Cyber Banking of consumers
Abstract
This paper was a survey research with the objectives 1) to compare the
differences of demographic characteristics; 2) to measure the service satisfaction and; 3)
to study the impact of marketing communication on the service satisfaction toward the
K - Cyber Banking of consumers in Bangkok. The sample population was people at age
between 20 - 60 years old who lived in Bangkok and used the K - Cyber Banking service,
provided by Kasikorn Bank, through www.kasikornbank.com. The research based on the
respondents’ feedback received through distributed research questionnaire. The analytical
statistics included mean, percentage, frequency distribution, standard deviation and the
statistics on the hypothesis testing included value testing, one-way analysis of variance
and the “Enter Multiple Regression Analysis”.
The research results found that most of the respondents were married female at
age 30 - 39 years old, obtained bachelor degree, worked as employees of private
organizations with an average of THB 20,001 - 30,000 of monthly income. From the
hypothesis found that 1) the differences in consumers’ demographic characteristic i.e.
age, education, career, average monthly income caused the differences in service
satisfaction of the K - Cyber Banking with statistically significant at .05, excepted gender
and marital status which did not cause any differences and; 2) marketing communications
affecting Bangkok consumers’ satisfactions with the K - Cyber Banking was statistically
significant at .05 with the two factors that included public relations (increased by 15.60%)
and sales promotions (increased by 11.40%).
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- Independent Study [24]