A Fuzzy Analytic Hierarchy Process Approach for Optimal Selection of Thai Commercial Banks' Cardless ATM services

Abstract

In recent years, cardless cash transactions have gained a lot more attention from Thai financial institutions. However, consumer demand for cardless ATMs is relatively low. One key to improving cardless ATM acceptance is to build consumer satisfaction by delivering best-in-class user experiences. The study focuses on the use of Fuzzy Analytic Hierarchy Process (FAHP) for optimal selection of Thai Commercial Banks' cardless ATM services and identifying the best service approach according to the consumers’ expectation.  The study used questionnaire as the main data collection instruments. The population of the study included Thai adults aged ≥18 years, living in Bangkok and its surrounding areas. A sample population of 400 was adopted to represent the entire population.

The alternative approaches of providing cardless ATM services are particularly selected from most four popular commercial banks, namely A, B, C, and D. Results show that the three most important criterion in selecting the alternative include: (1) the methods for withdrawing money, (2) the transaction expiration time, and (3) the method of specifying the amount of cash withdrawal, respectively. In addition, the most important attribute is cash withdrawal from ATM via QR Code. Based on the evaluation criteria, C provides the best service approach for cardless ATM consumers. These findings could be applied for designing and customizing cardless ATM services to best suit customers' needs.