- مبلغ: ۸۶,۰۰۰ تومان
- مبلغ: ۹۱,۰۰۰ تومان
The widespread use of smartphones in Thailand has led more consumers to conduct financial transactions and other banking activities on their mobile devices. However, consumer trust plays an important role in the development of long-term relationships in online environment between banks and its customers. Therefore, the purpose of this research was to identify the degree in which several influencing factors that affects trust of Thai consumers in mobile banking. A sample was selected from 336 cases were included as a sample by using purposive sampling method. The factors under this study include integrity, competence, benevolence, shared values, and security. Multiple Liner Regression was used for data analysis and quantitative method was applied in this research by conducting the questionnaire survey. The findings indicated that security is the most critical factor that affects customer trust in mobile banking followed by shared values and integrity respectively. However, competence and benevolence do not affect the level of Thai customers’ trust in mobile banking with statistical significance at 0.05 level. Banks should provide service by highlight improving security in order to enhance trust of their customers and increase usage of mobile banking.
CONCLUSIONS AND RECOMMENDATIONS
Based on the major findings, it was recommended that bank should highlight improving initial trust in order to enhance their customers and usage of mobile banking. The results indicate that security, share value and integrity are the main factors affecting trust, with security continues to be the first concern for Thai consumers. To further enhance security and build consumer adoption in mobile banking, banks might consider more improvement on the security aspects of mobile processes and more implementing of tools such as geolocation or biometrics. This will lead to increases consumer confidence in using digital and mobile banking transactions. Moreover, banks should strengthen share common beliefs with customers such as ethical values, which is an important element of shared value in banking. Therefore, in order to build trust, ethics and honesty are the main aspects for good business morality especially banking service.