| dc.description.abstract | Nowaday, people are no unfamiliar to words “ATMs”,” ATM card”, or “ATM services”. That is one of results from the application of information technology in banking acivities. Because of many advantages, demand of using ATM servies, more and more, goes up. However, with the cutthroat competition among banks in order to attract more customers and raise competitive advantages, the bank need know what factors influencing to intention using of customers.
In attempt to answer this question, after reviewing the existing literature, I made decision to apply the Theory of Planed Behavior which mention to attitude toward bevioral, subjective norms and perceived behavior control. The framework was then modified by the empirical research utilising a case-study approach and conducted in Dong A bank. The time frame was set from the beginning during September until the end
of 2012 in Ho Chi Minh City.
For date collection we did 30 respondents in pilot test and 200 respondents in survey with the help of questionnaire and the data analysis is based on quantitative methods. After that, in terms of important findings: subjective norms and perceived behavior control are the main attributes for customer intention in using ATM services. Finally, the discussion and recommendations of the thesis are expressed carefully and bring many advantages to Dong A bank further marketing strategies in terms of turning
new customers. | en_US |
