| Project Title: | Exploring Customer Readiness and Loyalty as Key Factors of Deficient Mobile Banking Application End Users |
| Author: | Miss Satreerat Koblapcharoen |
| Advisor: | Dr. Tanakorn Limsarun |
| Degree: | Master of Business Administration (International Program) |
| Major: | International of Business Management |
| Faculty: | Graduate Schools |
| Academic year: | 2022 |
| Url:
Published: |
Proceedings The 15th National and International Academic Conference “Creating Shared-Value and Innovation for Sustainability” 18-20 January 2023 |
Citation
Koblapcharoen S. (2023). Exploring customer readiness and loyalty as key factors of deficient mobile banking application end users (Master’s independent study). Bangkok: Siam University.
Abstract
Technology has revolutionized the way people live in the world. Technology is more apparent that financial institutions have integrated technology to transform and scale the banking sector. The integration of technology in the banking sector shows benefits that allow end users to have a convenient way of living; however, many individuals are still hesitant to use mobile banking applications. Previous research has indicated many individuals were concerned with security aspect of technology and the frequency of technology, usage differs from generation to generation. In turn, customer readiness and loyalty of mobile banking applications are affected. An investigation was conducted to pinpoint major factors that contribute to the slow transition of a plentiful use of mobile banking application with a focus on readiness and loyalty. Accumulated finding showed that customers will prefer applications with the best security and support systems, ease of use, and key features in mobile banking applications. Accordingly, loyalty was gained when customers’ expectations were met or exceeded, and then customers positively advocated their experiences; and many financial institutions have not met lofty support. Focus areas of designing mobile banking applications to increase loyalty should be explored based on target customers and the influence of training customers before use of the application process is implemented. Therefore, recommendations to track customer experience that influence, and augment customer readiness and loyalty will be contributed.
Keywords: Mobile Banking Application, Loyalty, Readiness.
Exploring Customer Readiness and Loyalty as Key Factors of Deficient Mobile Banking Application End Users
Master of Business Administration (International Program), Siam University, Bangkok, Thailand