Usability of mobile banking application toward Thai banking customer loyalty

Abstract

Mobile banking has become increase in its popularity and become more important for Thai people. Traditional banking seems to be fading out and Mobile banking application is widely used. This study consider how service usability, relationship quality, and banking image could impact banking customer loyalty. The online survey from 304 respondents was collected to investigate and explain the relationship of each factors toward Thai banking customer loyalty. The result from multiple regression analysis indicates that service usability, relationship quality, and banking image have significant effect on building customer loyalty. While other control variables such as gender, education, age, occupation, frequency, duration, and income have no significant effect on customer loyalty. Therefore, banks need to focus on usability of mobile banking application. It could assist bank to keep potential online customers and turn to be loyal customers. Moreover, relationship quality (satisfaction, trust, commitment) plays important role in mobile banking because it could create long term relationship between bank and customer even though the interaction is an online service. Once customers are satisfied with mobile banking services, customer would have intention to continue using. Bank image is another important factor that affect customer loyalty. This is because bank image performs the success of the bank which affect customer’s evaluation before deciding to use.