Difficulties and Proposed Solutions of User acquisition in Mobile application

A case study of Bank for Agriculture and Agricultural Cooperatives (BAAC), Pathum Thani Branch

Abstract

Today technology plays a vital role in changing customer financial transaction behavior. Mobile banking has been used in an increasing rate and correspond with the government policy to support cashless society. The objective of this study is twofold. Firstly, to investigate the problem and identify difficulties of user acquisition of Bank for Agriculture and Agricultural Cooperatives (BAAC) A-Mobile application, Pathumthani branch. Secondly, to analyze and propose possible solutions to increase BAAC A-Mobile user acquisition. The research is problem-based and is conducted using mixed methodology of qualitative and quantitative. The quantitative part sampling is four hundred people living in Mueng and Samkok districts, Pathumthani province via simple random method and is done using innovation acceptance theory-based questionnaire. Descriptive statistics of frequency, percentage, average, and standard deviation is used in quantitative analysis.  The qualitative part sampling is selected fifteen BAAC bank customers and is done using in-depth interview.   Theories and related research are used as supporting data in data analysis. The findings indicated that sampling users has significance level of technology acceptance in every dimension of research area at 97%. Therefore, the difficulties are not fall into innovation acceptance. Further study found that low level of communication and inadequate information provision is key of the problem. The result of the study can be used as framework to develop marketing strategies and be used as guideline to improve user acquisition of A-Mobile application, Bank for Agriculture and Agricultural Cooperatives, Pathumthani branch.