Service Quality, Privacy, and Reliability Influencing Loyalty Through Satisfaction in The Use of BAAC Mobile Application in Si Sa Ket Province
Keywords:
Service Quality, Privacy,, Reliability, Satisfaction, Loyalty, BAAC Mobile Application UsersAbstract
This research aims to 1. investigate the impact of service quality, privacy, and reliability on user satisfaction with the BAAC Mobile application, 2. examine the influence of service quality, privacy, reliability, and satisfaction on loyalty towards the BAAC Mobile application, and 3. explore how service quality, privacy, and reliability affect loyalty through satisfaction with the BAAC Mobile application. The sample consisted of 500 users of the BAAC Mobile application from 20 branches of the Bank for Agriculture and Agricultural Cooperatives (BAAC) in Si Sa Ket Province, using a stratified random sampling method. The instrument used was a questionnaire, and the statistics employed included mean, percentage, standard deviation, and analysis of direct and indirect effects. The findings revealed that 1. service quality, privacy, and reliability directly influence satisfaction with the BAAC Mobile application, 2. privacy, reliability, and satisfaction directly affect loyalty towards the BAAC Mobile application, and 3. service quality, privacy, and reliability influence loyalty through satisfaction with the BAAC Mobile application.
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