Unformatted text preview: the bank Jun & Cai, 2001 through the Internet
Access Approachability and ease of Jun & Cai, 2001 contact of service.
Service loyalty Considers using only same Gremler & Brown, 1996 service provider when a need
for this service exits.
Recommendations Customer keep loyal Barnes & Glosenese, 1997 energetically recommend other
customers the products and
services of the enterprise. 38 Expected Repurchase The intention of a consumer to Beatty et., al 1988 repurchase products/services
through a particular e-service
Cutomer satisfaction Evaluation between the Oliver,1980 customers’ expectations and Tse & Wilton, 1988 what they would receive from
the products and services. 3.3 Research Hypothesis Based on the literature review , this research proposes the following hypothesis to be
Hypothesis 1: Customer satisfaction with online customer service is influenced by
perceived service quality.
Hypothesis 1a: Customer satisfaction with online customer service is influenced by
Hypothesis 1b: Customer satisfaction with online customer service is influenced by
Hypothesis 1c: Customer satisfaction with online customer service is influenced by
Hypothesis 1d: Customer satisfaction with online customer service is influenced by
ease of use.
Hypothesis 1e: Customer satisfaction with online customer service is influenced by
Hypothesis 2 : Customer satisfaction with Online customer service influences the
customer loyalty to Internet Banking. 39 3.4 Scope & object of the research
In this research will study customer satisfaction on online customer services. Focus on
the Internet banking personal account customers. Moreover, we will study the service
supportive factors from the internet banking support department.
3.4.1 History of Siam Commercial Bank.
THE SIAM COMMERCIAL BANK PUBLIC COMPANY LTD.
As the first and oldest Thai commercial bank, the Siam Commercial Bank has a
history dated back as early as the reign of King Rama V, when the country’s banking
system was served only by foreign banks. Realizing that a sound and independent
financial system was vital for Thailand’s economic development, HRH Prince
Mahisararajaharuethai initiated the establishment of the Thai banking business under
the name of “The Book Club” in 1904. As its operations received wider recognition,
His Royal Highness sought Royal Assent and transformed it into the Siam
Commercial Bank Company Capital Limited, a full-fledged commercial bank, on
January 30, 1906. Because of his far-sighted undertaking, HRH Prince Mahisorn is
revered as “The Father of Thai Banking,” and the Siam Commercial Bank is regarded
as a prototype of Thai commercial banks. For almost a century of business operations, the management of the Siam Commercial
Bank has consistently adhered to the philosophy set forth by its founder which is to
dedicate itself to the quality and righteousness of its work, to work as a team so...
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- Fall '97
- Siam Commercial Bank, online customer service