2026-05-30T23:57:05Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00012143 2025-11-17T08:46:39Z 1607960099348 1607960099348:1608035585040

INFLUENCING FACTORS ON USER SATISFACTION OF KBZ PAY AMONG UNIVERSITY STUDENTS IN SAGAING Ma Thuzar Khaing KBZ Pay has become more popular and successful than other mobile payment services in Myanmar. This study examines how technological factors influence user satisfaction and assesses satisfaction levels among University students in Sagaing City. It focuses on six key technological aspects: usefulness, ease of use, trust, facilitating conditions,security, social influence, and overall user satisfaction. The research used a cluster sampling method and a quantitative approach, collecting 300 valid responses via questionnaires from KBZ Pay students in Sagaing City. Secondary data were gathered from journals, articles, textbooks, and websites. The analysis included personal profile data, reliability analysis, descriptive statistics, and multiple regression analysis. Results showed that usefulness, ease of use, facilitating conditions, and security significantly affected user satisfaction, while trust and social influence did not. These results highlight the need for marketers in mobile banking to identify and focus on the most impactful technological factors to enhance user satisfaction, improve competitiveness,and increase sales. The insights also suggest strategies, such as utilizing internet services, to boost user satisfaction and loyalty. 2025-06-02 https://meral.edu.mm/records/12143