An extensive inquisition on service quality has been a significant subject matter for centuries and has now developed in a manner of self-service technology (SSTs). SSTs service quality has a complex influence on the behaviour of customers in terms of interaction with banking organisations that involve activities of M-banking to establish and develop more significant customer satisfaction, loyalty, and service results. This study would like to examine technological based services impact based on SSTs service quality, goal framing theory, and customer loyalty in the M-banking service of a developing country. 698 M-banking’s users have been collected through the online survey. Structural Equation Modelling was applied, and the results indicate positive and significant relationships among proposed indicators, including SSTs service quality, goal framing theory, and customer loyalty. The findings can help the banking industry to improve and provide necessary insights for the Banking industry, especially in the developing country like Thailand.