TRANSFORMATION OF CUSTOMER BEHAVIOR TO FINTECH SERVICE DURING THE COVID-19 SITUATION IN THAILAND.

Abstract

Because finance has long been linked to everyone in the economy, and because of the constant technological advancements over the last ten years, the Fintech service rapid growth has occurred in the past. In this study, we investigated ordinary people's financial transaction behavior during traditional transactions (offline channels) and how Fintech services have transformed in the immediate wake of the COVID-19 pandemic, including how the trend of the behavior of financial users will change when the situation of the COVID-19 epidemic is in a better direction. The study was conducted out by interviewing users and providers of financial services to gather qualitative data. This report included factors other than the COVID-19 situation that are likely to be associated with user behavior change decision-making, such as the motivation factor and the user's characteristics. The study's results were similar to those of previous studies conducted in other countries. And the use of Fintech in Thailand is trending in the positive way. Fintech must, but nevertheless, be driven by three sectors in Thailand to be able to replace traditional financial services: financial customers, financial service providers, and government/regulator. To enhance the country's financial system and make a contribution to the Thai economy's growth potential.