Customer Retention of Using Mobile Banking a Case Study of One of the Largest Bank in Thailand

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Nitchaya Kacharoen
Pithoon Thanabordeekij


This research is focused more on  the customer retention of using mobile banking service in Thailand i.e. a case study of one of the largest bank in Thailand. The study has combined personality dimensions of Technology Readiness Index and cognitive dimensions of Technology  Acceptance Model with antecedents such as  consumer satisfaction and loyalty to provide robust framework of mobile banking adoption process. Also the study examines the influencing factors that determine the customer loyalty for ABC mobile banking application. The Inferential Analysis  was done to test the validation of the technology readiness and acceptance model (TRAM) constructs and their interrelationship among each other.  The finding reveals that TRAM variables have a significant influence on use of ABC Bank Mobile application in Bangkok. The study concludes with a discussion on practical implications of the  research across similar service providers within the industry.

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Kacharoen, N., & Thanabordeekij, P. (2019). Customer Retention of Using Mobile Banking a Case Study of One of the Largest Bank in Thailand. INTERNATIONAL SCIENTIFIC JOURNAL OF ENGINEERING AND TECHNOLOGY (ISJET), 2(2), 1–6. Retrieved from
Research Article


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