Service quality, perceived value, and trust influencing the customer journey and experience of mobile banking users in Thailand.

Abstract

Abstract

This qualitative research aimed to explore the perspectives and experiences of marketing executives from commercial banks in Thailand regarding service quality through mobile banking applications, including customer perceived value, trust, the customer decision journey, and approaches to creating positive customer experiences. The researchers conducted in-depth interviews with seven key informants, comprising marketing executives or those involved in mobile banking services. The collected data were analyzed using content analysis. The research findings are as follows (1) Service quality through mobile applications is determined by key elements such as ease of use, speed, security, and system stability. While some banks focus on developing apps as tools to meet customers' financial life goals, helping them plan and change financial behaviors, state-owned banks emphasize accessible design to accommodate the elderly and underprivileged, reinforcing their role as banks for the public. (2) Customer perceived value from using mobile banking apps includes dimensions of functionality, convenience, a sense of confidence, and in some cases, financial transformation. Most customers primarily expect convenience and confidence in conducting transactions. (3) Regarding trust, executives agreed that crucial factors include system stability, operational transparency, and clear, continuous communication. State-owned banks emphasize trust derived from their strong ties to the government, whereas commercial banks build confidence through actual user experience, robust security systems, and rapid responsiveness. (4) The customer decision journey comprises service awareness, trial, continuous usage, service expansion, and word-of-mouth referral. Digital-focused banks primarily drive this journey through social media and technology. In contrast, state-owned banks often initiate engagement through government-led community projects, leading to sustained daily usage. and (5) For customer experience, executives across all banks agreed that a positive experience must be simple, secure, and align with user expectations, both technically and emotionally. Sustainable development, however, requires continuous listening to customer feedback, advancing technology, and adapting to specific customer contexts, such as designing for seniors or creating personalized financial planning tools. A key finding of this research indicates that customer experience is central to competitiveness for modern mobile banking. Banks capable of creating differentiated experiences that integrate technology, user understanding, and personalized valuable services will be able to maintain sustainable long-term customer relationships.