Acceptance of customer self-service technology for customer service applications

A case study of Bank for Agriculture and Agricultural Cooperatives (BAAC) in Bangkok

  • จิรันธนิน คงตะนะ มหาวิทยาลัยหอการค้าไทย
  • ลัดดาวัลย์ เลขมาศ
Keywords: self-service system, technology acceptance, decision making to use service, customer service center, bank for agriculture and agricultural cooperatives


Currently, technology plays more roles in daily life for obtaining convenience, rapidity, and safety. The objectives of this research are: (1) to study technology acceptance factors affecting decision making to use electronic card cancellation and account balance inquiry services; (2) to study satisfaction towards services; (3) to study relationship between technology acceptance and decision making to use service; and (4) to create marketing strategy to make this service as another option. The sample used in this studies is group of Bank for Agriculture and Agricultural Cooperatives Bank’s customers in Bangkok,Thailand.The quantitative sample consist of 204 who have used the service.The qualitative sample consist of 12 users who have used the service and never used the service. this used Data were collected by using of questionnaires responded by the sample group who used and interview. The sample size is determined by using Taro Yamane’s formula and research tool is questionnaire. Statistics for analyzing data are frequency, percentage, mean, Standard Deviation and multiple regression analysis. The results reveal that Technology Acceptance Perceived usefulness and Perceived ease of Use decision making  affect the decision to use the service. The Customer satisfaction is  reachable  convenient self – service  esystem. The result represents that if customers perceive Pr information on transaction procedures, that will lead to decision making of customers. In addition, the results are also applied as the guidelines for creating marketing strategy in order to increase service providing channels and lead to self-service technology acceptance of Customer Service Center of Bank for Agriculture and Agricultural Cooperatives.

Business Administration and Management Articles

Most read articles by the same author(s)