Satisfaction with interpersonal and internet interactions in Thai corporate banking: an exploratory study

Abstract

This research explores bank and corporate customer views on customer satisfaction with interpersonal and internet channels in Thailand, and examines the concept of integration to blend the two channels rather than operating them as separate alternatives. Qualitative in-depth interviews were conducted with top management of five leading commercial banks, which have implemented internet banking, and with financial officers of 14 large corporate customers of these banks. Corporate customers still prefer personal contact most of the time, although they find the internet channel useful for some things. Sources of satisfaction with interpersonal service interactions are broad. Satisfaction drivers on the internet are relatively narrow, but sources of dissatisfaction on the internet are quite extensive. Integrating interpersonal and internet channels more strongly would be a quite attractive new option to suit their businesses. Thai banks, however, do not seem to be aware of customer views favouring integration.