THE IMPACT OF REMODELING BRANCH BANKING FOR A CASE STUDY OF THAI MILITARY BANK (TMB) TOWARD CUSTOMER ENGAGEMENT
THE IMPACT OF REMODELING BRANCH BANKING FOR A CASE STUDY OF THAI MILITARY BANK (TMB) TOWARD CUSTOMER ENGAGEMENT
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2017
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Digital Production Press, Assumption University
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eng
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application/pdf
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6 pages
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Assumption University-eJournal of Interdisciplinary Research (AU-eJIR) Vol 2. Issue 1
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Abstract
As a trend of digital technology have grown rapidly in Thailand and it will be
integrate to all industry in future include banking industry with customer centricity concept.
Commercial bank’s branch in Thailand was consider as first issue that was impact by this
challenge on retail banking environment (sales and service experience), convenience of
terminal and efficiency for providing services. Moreover, behavioral of customer to visit the
branch was changing toward a digital channel, while the physical channel is require for
customers to create customer trust and become a “Lifestyle Touch Point Banking” in the
future. Regarding to customer engagement, branch is the key concept to acquire and engage
customers. The research investigated the impact of remodeling bank branch in Thailand with
three main factors for developing the remodel, branch redesign, customer experience, and
new technology development. Therefore this research has examined the impact of remodeling
branch for a case study of TMB bank in order to engage with existing customer and acquire
new customer to bank due to increase number of sales across among channel and improve
customer satisfaction. In this research, a questionnaire was used as a tool for collecting the
primary data. The data was analyzed by using descriptive statistics and the hypotheses were
tested using Multiple-regression and ANOVA. The findings showed the impact of remodeling
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