THAI RETAIL CUSTOMER BEHAVIOR ON INTENTION OF USING MOBILE BANKING ACCORDING TO A PANDEMIC OF COVID19.

Abstract

In Thailand, mobile banking has been introduced to Thai people for many years. It is an important financial digital platform for customer doing financial activities instead branch and ATM machine. Customer can’t deny that mobile banking creates convenience for users. The aim of this study would to understand Thai customer behavior and experience on using banking channels especially mobile banking according to the pandemic of COVID-19. And also, it would to understand the factors that effect on the behavior intention to use mobile banking in Thailand. The total of respondent is 247. The result found that compatibility is the strongest positive effect on the intention to use. For this research, it may useful for bank industry for planning mobile banking improvement on feature and function that meet with the customer needed. And also, plan for business or migration strategies from branch to mobile banking application, which intend to developed and upgrade performance and capability on mobile banking equality to traditional branch.