| Author | Varinya Suntayodom |
| Call Number | AIT RSPR no.SM-07-41 |
| Subject(s) | Internet banking--Marketing--Thailand
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| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration in International Business |
| Publisher | Asian Institute of Technology |
| Abstract | Internet banking has emerged in Thailand for a long time. Although banks have employed the number of marketing communication, there has not been much awareness and adoption in the service. It was found that trust is the major barrier for bank's customers to adopt the service. This research study aimed to study the effectiveness of marketing communication to enhance trust of users and propose the methods banks could follow to overcome customers' trust barrier and increase adoption. The marketing communication currently employed by four main commercial banks in Thailand has been studied. Most banks do not invest significantly in the marketing communication of their internet banking services. Common marketing tools, such as brochures and website banners, utilized in general banks' products are used for internet banking. Three marketing communication categories have been selected to conduct experiment, namely celebrity endorsement, presentation, and technology. The research was conducted using questionnaire. The findings show that celebrity endorsement and presentation have an effect on trust perceptions in internet banking. For celebrity endorsement strategy, it is important to hire credible celebrity. Technology, however, does not affect trust perception. According to these results, recommendations are proposed at the end of the research. |
| Year | 2007 |
| 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) | Beise-Zee, Rian; |
| Examination Committee(s) | Dimmitt, Nicholas J.;Donyaprueth Krairit; |
| Scholarship Donor(s) | Royal Thai Government Fellowship |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2007 |