Service loyalty considers using only same gremler

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

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 vendor. 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 empirically tested. 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 reliability. Hypothesis 1b: Customer satisfaction with online customer service is influenced by responsiveness. Hypothesis 1c: Customer satisfaction with online customer service is influenced by security. 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 access. 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...
View Full Document

Ask a homework question - tutors are online