คุณภาพการบริการผ่านสื่ออิเล็กทรอนิกส์ที่ส่งผลต่อการบอกต่อแบบปากต่อปากของลูกค้า ที่ซื้อสลากออมสินดิจิทัล กรณีศึกษา: MyMo Application

Natgritta Thongbai; Wasutida Nurittamont

Authors

Natgritta Thongbai Master of Business Administration, Faculty of Business Administration and Information Technology, Rajamangala University of Technology Suvarnabhumi
Wasutida Nurittamont Master of Business Administration, Faculty of Business Administration and Information Technology, Rajamangala University of Technology Suvarnabhumi

Keywords:

Digital Lottery, Service Quality, Word-of-mouth, MyMo Application

Abstract

The objectives of this study were: 1) to examine the level of customer perceptions regarding the e-services quality and word-of-mouth communication among customers who purchased Government Savings Bank digital lottery through the MyMo application, and 2) to investigate the influence of electronic service quality on word-of-mouth communication among these customers. This research used a quantitative approach, collecting data through an online questionnaire distributed via Google Forms. The sample consisted of 400 customers aged 30 to 39 years who were employed in private companies. Their perceptions of e-service quality and word-of-mouth communication were highest. Furthermore, it was found that the quality of electronic service, particularly system availability, had the strongest impact, followed by efficiency of use, goal achievement, and privacy, on customers’ word-of-mouth communication regarding the purchase of Government Savings Bank lottery through the MyMo application. E-service quality influences word of mouth. These relationships were statistically significant at the 0.01 level. The results of this study can guide the development of effective communication strategies for Government Savings Bank customers

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