Consumer Behavior and Advancement of Bank of Ayudhya Public Company Limited to the Digital Banking Era: A Case Study of Provincial Branch Business Department 102

Abstract

The objectives of this research were to study the consumer behavior, to compare the consumer behavior in the digital banking era toward the use of the service, and to study the guidelines for the development of Bank of Ayudhya Public Company Limited in the digital banking era: a case study of Provincial Branch Business Department 102. The tools used for data collection were questionnaires and interviews. The statistics used in the data analysis were frequency, percentage, mean, standard deviation, t-test, and One Way ANOWA. The results of this research were found that the behavior of consumer coming for getting the service from Bank of Ayudhya Public Company Limited, Regional Branch 102 in terms of employees was overall at a high level. The part with the highest mean in terms of online media channels for providing services is the one with the mean score. There was no statistically significant difference in opinions at the.05 level when genders, education levels, and incomes were compared. The average of both groups' opinions revealed that service users had a higher average than bank employees (=C4.51>O4.25).  For the development guidelines were found as follows: Bank should add more channels of service, have a platform that can serve the needs, convenient, fast, and stable in the process of using banking systems and advanced security systems. Moreover, training of all bank employees should be planned so that they can understand and are able to use the digital banking system in every function in order to provide customers with good experiences.