Overall this thesis is concerned with the implementation and development of Internet banking in Thailand. Paper 1 is a literature review. It examines the development of Internet banking, world-wide rationale for the use of Internet banking, Internet banking in Thailand and the driving factors which influence banks to adopt Internet banking. The results of this study are beneficial to understanding why many banks in the world are starting to use Internet banking as a marketing tool for increasing competitive advantage over their rivals. / Paper 2 represents a survey of Thai banking customers and their interest or non-interest in using Internet banking. A number of hypotheses are developed and tested in this survey. The survey encompassed 485 persons, of whom 400 responded, throughout Thailand and attempted to assess and measure their attitudes towards Internet banking. Findings indicate that Internet banking is currently the least popular form of banking in Thailand (after ATM and branch banking). However, the younger group of customers, those aged between 18-30, ranked Internet branch banking first on their list of choices as the most desirable form of banking services. The results of this study are beneficial to the Thai banking sector in terms of providing a detailed understanding of customers' preferences for Internet banking. In addition, banks can apply this information to develop strategic plans focusing primarily on identified target groups, thereby providing better products and services. / Paper 3 develops a conceptual framework utilizing the results discussed in paper 2, to recommend to Thai banks appropriate promotional and servicing activities to encourage the development of Internet banking in Thailand. It includes a range of recommendations, over three specific time periods: short term, identified as up to 1.5 years, medium term specified as 1.5-3 years, and long term, identified as more than 3 years. Essentially, the recommended approach to Internet banking in Thailand concentrates on a developmental approach over these three periods. As defined by the results obtained in the survey discussed in paper 2, it is clear that Thai banks should consider younger, higher education level customers as potential customers. In addition, this paper also recommends how to use strategies for developing Internet banking but this should not be done to the exclusion of older, lower education level and lower income level customers. / Thesis (DBA(DBusinessAdministration))--University of South Australia, 2004
| Identifer | oai:union.ndltd.org:ADTP/286287 |
| Date | January 2004 |
| Creators | Poungklin, Eakachai |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | copyright under review |
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