การสื่อสารการตลาดที่ส่งผลต่อความพึงพอใจในการใช้บริการ เคไซเบอร์แบงก์กิงของผู้บริโภคในเขตกรุงเทพมหานคร

This paper was a survey research with the objectives 1) to compare the differences of demographic characteristics; 2) to measure the service satisfaction and; 3) to study the impact of marketing communication on the service satisfaction toward the K - Cyber Banking of consumers in Bangkok. The sample population was people at age between 20 - 60 years old who lived in Bangkok and used the K - Cyber Banking service provided by Kasikorn Bank through www.kasikornbank.com. The research based on the respondents’ feedback received through distributed research questionnaire. The analytical statistics included mean percentage frequency distribution standard deviation and the statistics on the hypothesis testing included value testing one-way analysis of variance and the “Enter Multiple Regression Analysis”. The research results found that most of the respondents were married female at age 30 - 39 years old obtained bachelor degree worked as employees of private organizations with an average of THB 20001 - 30000 of monthly income. From the hypothesis found that 1) the differences in consumers’ demographic characteristic i.e. age education career average monthly income caused the differences in service satisfaction of the K - Cyber Banking with statistically significant at .05 excepted gender and marital status which did not cause any differences and; 2) marketing communications affecting Bangkok consumers’ satisfactions with the K - Cyber Banking was statistically significant at .05 with the two factors that included public relations (increased by 15.60%) and sales promotions (increased by 11.40%).