A study of managing new service development to meet customer perceptions :|ba case study of Kasikornbank PCL | |
| Author | Onsiri Vasanapitaks |
| Call Number | AIT RSPR no.SM-03-90 |
| Subject(s) | Banks and banking--Customer services Internet banking |
| Note | A research proposal submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-03-90 |
| Abstract | Among high competitors in banking industry, it is necessary for team service design of eve1y bank in Thailand to study from the beginning stage in developing new service in order to deliver the best service to the right customer. This research study has chosen two new services of KASIKORN Bank as case studies. These are KBANK Telebanking and KBANK Internet Banking. The detailed activities of each service have been studied and compared with the other researches In addition, the customer perceptions are also another important keys to build up the customer satisfaction. The data collection was conducted by questionnaires. E-mail distribution was used to explore the customer perceptions. The area of study on customer perceptions was defined in three parts. These are customer service quality, bank product/service quality and system service quality. Two aspects should be investigated in order to deliver the right service to the right customer. Finally, this research has given the recommendation for KBANK to retain their customers beneath the appropriate stages of service development and the customer perception keys that KBANK customers require on each service. |
| Year | 2003 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-03-90 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Igel, Barbara |
| Examination Committee(s) | Speece, Mark; Donyaprneth Krairit |
| Scholarship Donor(s) | KASIKORNBANK PCL. |
| Degree | Research report (M.Sc.) - Asian Institute of Technology, 2003 |