influence of thailand 4.0 towards the design of future
TRANSCRIPT
INFLUENCE OF THAILAND 4.0 TOWARDS THE
DESIGN OF FUTURE KIOSK TOP-UP MACHINE
BY
MISS CZARINA LAYA TANPRASERT
AN INDEPENDENT STUDY SUBMITTED IN PARTIAL
FULFILLMENT OF
THE REQUIREMENTS FOR THE DEGREE OF
MASTER OF SCIENCE PROGRAM IN MARKETING
(INTERNATIONAL PROGRAM)
FACULTY OF COMMERCE AND ACCOUNTANCY
THAMMASAT UNIVERSITY
ACADEMIC YEAR 2017
COPYRIGHT OF THAMMASAT UNIVERSITY
Ref. code: 25605902040889BCL
INFLUENCE OF THAILAND 4.0 TOWARDS THE
DESIGN OF FUTURE KIOSK TOP-UP MACHINE
BY
MISS CZARINA LAYA TANPRASERT
AN INDEPENDENT STUDY SUBMITTED IN PARTIAL
FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE
OF MASTER OF SCIENCE PROGRAM IN MARKETING
(INTERNATIONAL PROGRAM)
FACULTY OF COMMERCE AND ACCOUNTANCY
THAMMASAT UNIVERSITY
ACADEMIC YEAR 2017
COPYRIGHT OF THAMMASAT UNIVERSITY
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Independent Study Title INFLUENCE OF THAILAND 4.0 TOWARDS
THE DESIGN OF FUTURE KIOSK TOP-UP
MACHINE
Author Miss Czarina Laya Tanprasert
Degree Master of Science Program in Marketing
(International Program)
Major Field/Faculty/University Faculty of Commerce and Accountancy
Thammasat University
Independent Study Advisor Professor Kenneth E. Miller, Ph.D.
Academic Year 2017
ABSTRACT
The study of “Influence of Thailand 4.0 towards the Design of Future Kiosk
Top-up Machine” is a contemporary topic in applied marketing. This study will cover
the details of Kiosk Top-Up machine industry in Thailand, which can be applied with
various applications. This study will mainly focus on a Kiosk use for paying mobile
fees that can be from the telecommunication companies or from other companies. This
Kiosk Top-Up machine and other kiosk machines have been used widely not only by
government sector, but also by private segments as well.
This study used both exploratory research and descriptive research in the
purpose of getting the accurate data. For the in-depth interview, there were a total
numbers of the interview at 4 times including shop owners and industry expert.
Moreover, the respondents of 174 has been complete the questionnaires for both online
and offline. Mainly collecting data directly from the end-user of the Kiosk. In addition,
this research also covered in-depth interview from the expert and the owner of the Kiosk
as well in order to understand the different dimension of information from related
parties toward Kiosk.
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The results of this study mainly show that satisfactory level of the Kiosk
users and their weight for development attribute. These data can be used for Kiosk
related company, especially, Kiosk service provider to see the customers’ insights. This
can be used for their campaign or launch of the new Kiosk model.
Keywords: Kiosk, Kiosk Machine, Top-up machine, Payment, Payment system,
Thailand 4.0
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ACKNOWLEDGEMENTS
First of all, please allow me to express my sincere gratitude to Professor
Dr. Kenneth E. Miller. It is truly indeed an honored of mine to have him as my
advisor. His dedication on guiding the research plan, providing feedback and replying
our emails in this research projects are beyond what we could expect from an advisor
whom has to travel for his important lectures and businesses. I cannot think what
would be the result of this research without him. Moreover, I would like to thank you
Asst. Prof. Pannapachr Itthiopassagul, MIM Director, for giving me the opportunity to
be a part of MIM. Trusts, I will never stop developing myself in order to be a MIM
member whom can create positive impact to the society. In addition, I would like to
show my appreciation to all of my respondents and interviewees for letting me collect
the useful data for this project.
Finally, I would like to express my endless thankfulness to all of my
supporters whom help to me to pursuit my degree. I would never come to this far
without my beloved family, friends and colleagues.
Miss Czarina Laya Tanprasert
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TABLE OF CONTENTS
Page
ABSTRACT (1)
ACKNOWLEDGEMENTS (3)
LIST OF TABLES (7)
LIST OF FIGURES (8)
CHAPTER 1 INTRODUCTION 1
1.1 Report Overview 1
1.2 Research Objective 2
CHAPTER 2 REVIEW OF LITERATURE 3
2.1 Situation of Thailand 4.0 3
2.2 Free Fees Bank Policy 4
2.3 Kiosk Industry in Thailand 5
CHAPTER 3 RESEARCH METHODOLOGY 6
3.1 Research Objective 6
3.2 Exploratory Research 6
3.2.1 Literature Review 6
3.2.2 In-depth Interview 6
3.3 Descriptive research 7
3.3.1 Offline questionnaire 7
3.3.1 Online Survey 7
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3.4 Data Collection Process 7
3.4.1 Qualitative Research 7
3.4.2 Quantitative Research 7
3.5 Sampling Plan 8
3.5.1 In-depth Interview 8
3.5.2 Descriptive Research 8
3.6 Data Analysis 8
3.6.1 Qualitative Data Analysis 8
3.6.2 Quantitative Data Analysis 9
CHAPTER 4 RESULTS AND DISCUSSION 10
4.1 Qualitative Research Result 10
4.1.1 Literature Review 10
4.1.1.1 Sub-heading 2 10
4.1.2 In-depth Interview 10
4.1.2.1 Industrial Expert 10
4.1.2.2 Shop Owners 12
4.2 Quantitative Research Result 13
4.2.1 Respondent Profile 14
4.2.2 Segmentation 15
4.3 Result for Research Objective 18
4.3.1 Understand the Business Model of Kiosk Top-up Machine 18
in Thailand
4.3.2 Understand Customer’s Behavior on Using Kiosk-Top up 18
Machine
4.3.2.1 Custom Table: Segments vs. Payment Channels 18
4.3.2.2 Custom Table: Segments vs. Other Payment Service 19
4.3.2.3 Custom Table: Segment vs. Mobile usage 19
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4.3.3 Understand Factors that influence/lead to Customers 20
Usage of Kiosk Machine
4.3.3.1 Custom Table: Segments vs. Satisfactory 20
4.3.3.2 Custom Table: Segments vs. Importance Factor Rate 21
4.4 Relationships between Variables 21
4.4.1 Correlations: Segments vs. Other Services
CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS 23
5.1 Summary 23
5.2 Conclusions and Recommendations 23
5.3 Limitations 24
5.3.1 Sample Size 24
5.3.2 In-depth Interview 25
5.3.3 Time constrain 25
5.3.4 Announcement of Bank Free Fees 25
5.3.5 Cluster Analysis 25
REFERENCES 26
APPENDICES 28
APPENDIX A: In-depth Interview Question for Expert 29
APPENDIX B: In-depth Interview Question for Shop Owners 30
APPENDIX C: Questionnaire Questions 31
APPENDIX D: Quantitative Data: SPSS Tables 37
BIOGRAPHY 39
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LIST OF TABLES
Tables Page
4.1 Educational Level of Respondents 14
4.2 Occupation of Respondents 14
4.3 Monthly Income of Respondents 14
4.4 SPSS Custom Table Segmentation vs. Demographic 15
4.5 SPSS Custom Table Segmentation vs. Lifestyle 15
4.6 Independent Samples Test Segments of Kiosk User and Satisfaction Level 17
4.7 Custom Table: Segments vs. Payment Channels 18
4.8 Custom Table: Segments vs. Other Service 19
4.9 Custom Table: Segments vs. Mobile Usage 19
4.10 Custom Table: Segments vs. Satisfaction on Kiosk 20
4.11 Custom Table: Segments vs. Importance Rate on Future Kiosk 21
4.12 Correlation: Segments vs. Other Services 21
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LIST OF FIGURES
Figures Page
1.1 Different Kiosk in Thailand 1
2.1 Thailand 4.0 3
4.1 Model 1. Telecommunication brand 10
4.2 Model 2. Telecommunication brand with other services 11
4.3 Model 3. Third Party Kiosk 11
4.4 Gender of Respondents 13
4.5 Living Area of Respondents 13
4.6 Age Range of Respondents 13
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CHAPTER 1
INTRODUCTION
1.1 Report Overview
This study is a contemporary topic in applied marketing that includes three main
objectives as follows; firstly, to understand the business model of Kiosk Top-Up
machine in Thailand. Secondly, explore customer’s behaviors on the factors on using
Kiosk. Lastly, to determine factors that influence and lead to customers’ usage of Kiosk.
According to dictionary website, “Kiosk” means “a small structure having one
or more sides open, used as a newsstand, refreshment stand, bandstand, etc.” (2018) . In
this report “Kiosk” will be used to represent a self-service machine that providing
payment service mainly for mobile fees and including utility and other fees. Aside from
standard platform of mobile top-up, Kiosk providers are providing additional
application as well. There are 3 main types of Kiosk which are 1 . Telecommunication
brand 2. Telecommunication brand and other services and 3. Third Party Kiosk.
Figure 1.1: Different Kiosk in Thailand
Based on information given by the Royal Thai Embassy, Washington D.C.
(2017), Thailand 4.0 will focus on “Competitive Advantage” strategy into “5 Groups
of Technology and Targeted Industries”. And, Kiosk machine falls into group four
named “Digital, Internet of Things (loT), Artificial Intelligence and Embedded
Technology”. According to the article from Thansettakit (2017), the market size of
kiosk top-up machine in Thailand is huge and valued about 21 billion baht.
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There will be 3 key variables in this study 1) Customer characteristics such as
demographic and geographic. 2) Consumer behaviors including frequency and payment
range. 3) Psychographic such as lifestyle and preferences. As a result, this study will
provide more information on customers profile and the factors that influence them to
use the Kiosk.
1.2 Research Objectives
To study on the Kiosk Top-Up machine in Thailand on three main keys
objectives that will be covered the topic as follows;
1. Understand the business model of Kiosk Top-up machine in Thailand
This topic will study on the current business model, operational flowchart in Kiosk
Top-Up machine in the aspect of companies and service provider. The result will clarify
on background of kiosk industry in Thailand, type of kiosk, what are Kiosk top up,
market size and opportunity in the business.
2. Understand Customer’s behavior on using Kiosk-Top up machine
This topic will be focus on customer’s details. There will be 4 list of sub question to be
asked under “who, where, when and why customers use the Kiosk Top-Up machine.
This insight details lead us to see the reasons and fact of their habits, which can be apply
in company future marketing focus.
3. Understand Factors that influence/lead to customers usage of Kiosk
machine
This topic will identify the factors that motivate customers (end-user) to use
kiosk top-up machine. Aside from that, with the result given from marketing research,
it will show how customers weight each factor, which can lead to “how can company
use this information for marketing purpose.
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CHAPTER 2
REVIEW OF LITERATURE
2.1 Situation of Thailand 4.0
According to Thai BBC, Thai Government announced that, Thailand will shift
from Thailand 3.0 model; focusing on heave industrial manufacturing to Thailand 4.0
model; innovation and value based industry since 2017 (Bunchanonth, 2017). This
policy didn’t affect only to the huge corporates, but also to individual Thais as well.
Starting from the behavior changes of Thais that more familiar to proceed their payment
through various online method such bank transfer via bank website, bank’s mobile
application, Prompt pay ( Free transfer to every bank within amount of THB 5,000)
and Scan and Pay by QR code. According to the Digital Consumer in Thailand in
Euromonitor International (2017), digital or online payment had been wildly accepted.
It can be shown on the adaptation of online payment that each companies. This will be
an opportunity for the vending machine as people get more familiar with a machine.
Figure 2.1: Thailand 4.0 (Languepin, 2017)
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According to information given by the Royal Thai Embassy, Washington D.C.
(2017), Thailand 4.0 will focus on “Competitive Advantage” strategy into “5 Groups
of Technology and Targeted Industries”. And, Kiosk machine falls into group four
named “Digital, Internet of Things (loT), Artificial Intelligence and Embedded
Technology”. From this fact, Thailand will get closer to “cashless society” concept that
Thais will use less cash and will use Electronic money instead. This will bring Near-
field communication (NFC technology) to support the electronic transaction.
According to “Information Kiosk for Use in Electronic Commerce: Factors
Affecting its Ease of Use and Usefulness”, it shows that customers concern on easy to
use, security, and reliability of the machine (Tung, 2001). With these fundamental
information, we can use them to develop further details and questionnaires. There are
also study on similar topic of Kiosk Top-Up machine in for South Sudan mentioning
the readiness of the convenient corner shop (2013). This study shows that this business
model is not limited to use in Asia or USA, but can be used in Africa as well. That
people now are more open on the technology. On the other hand, Kiosk providers
should not only develop their software, but should also focus on marketing to increase
customer awareness on the security and reliability of the Kiosks.
2.2 Free Fees Bank Policy
According to Longtun Man, investment website, the announcement of no fees
for transferring to different bank brand has been announce on since 2 6 March 2 0 1 8
from 4 major banks in Thailand including Kasikorn Bank, Siam Commercial Bank,
Krung Thai Bank and Thai Military Bank (2 0 1 8 ) . This phenomenon has encourage
their customers to use bank service instead of using other method such as third party
Kiosk and Counter service. Before the announcement on 2 8 March 2 0 1 8 , when
customers transferring money across banks or paying for other service through bank,
they need to pay service free starting from THB 5 up to THB 35 (Moneyhub, 2018).
Thus, in order to avoid this, customers use Kiosk to pay for their mobile fees due to
lower . According from the article in the investment website) Longtun Man (2 0 1 7 ) ,
Boonterm, one of the leading Kiosk Company got profits more than 4 2 0 million Thai
baht in 2016. With this, these major banks foreseen the opportunity to bring back their
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customer to use their service directly. Even though they didn’t charge for the service
fees, these bank still get commission fees from the telecommunication companies. With
this strategy, it will directly affect to the usage of Kiosk in the future.
2.3 Kiosk Industry in Thailand
According to the article from Thansettakit (2017), the market size of kiosk top-
up machine in Thailand is huge and valued about 2 1 billion baht and the number of
profit has been increasing rapidly in each year. It can be interpreted that the acceptance
of Thais toward kiosk usage has been wildly accepted and the number of Kiosk has
been spread out to serve the need nation-wide. Nevertheless, with the announcement of
Free Fees from Thai banks, it directly affect to Boonterm situation immediately.
Manager News Online has been reported the price of the company stock named
FSMART has been decreased for 7.69% (2018). This can be interpreted that without
any further changes or development of the Kiosk, this industry might in the risky
position.
In summary, there are various data related to the kiosk and the value of the
market in terms of the whole industry and in the aspect of supply side such as
telecommunication companies, service providers and shop owners. With all of these
information, there are 3 main ideas from the literature reviews as follows;
1. Overall Kiosk top-up machine industry in Thailand
2. Adaptation of Kiosk toward Thailand 4.0 policy
3. Additional application and interface that can enhance usage of Kiosk top-up
machine
With all of these data and understanding toward the kiosk top-up machine, this
information can be used in terms of developing the questionnaires for the demand’s
side. As a result, this study will show the factors that lead to more usage of the machine
and how the companies can encourage customers to use accordingly.
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CHAPTER 3
RESEARCH METHODOLOGY
3.1 Research Objective
This study used both exploratory research and descriptive research in the
purpose of getting the accurate data. Mainly collecting data directly from the end-user
of the Kiosk. In addition, this research also covered in-depth interview from the expert
and the owner of the Kiosk as well in order to understand the different dimension of
information from related parties toward Kiosk.
3.2 Exploratory Research
3.2.1 Literature review
To understand the current situation of Kiosk Top-Up machine, this study
used details from various sources in order to collect the data and analyzed them in to
each key mail ideas.
Google and Google Scholar; this search engine websites are important to
this study. Google is use for searching for news, articles and interviews of related
players of this business. On the other hand, Google Scholar is to use for searching
academic journals that have been published in order to use as a reference. Most of the
information are not ready to use for Kiosk-Top-Up machine industry. However, there
are related details and factors in those journals.
Euro Monitor website has been use through the account of MIM program,
Thammasat University, It shows the statistic and growth of digital payment and
activities for these recent years. This data can be used to analyze the acceptability of
technology among Thai people.
3.2.2 In-depth interview
There were 2 sets of in-depth interviews which are 1) Industry Expert and
2). Kiosk Owners (3 Shops). These interview views has been conducted individually in
their venue in order to understand on how they are operating on this business and their
direct feedback.
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3.3 Descriptive research
3.3.1 Offline questionnaire
Offline questionnaire of this study has been sent to the shop owners. They
collected data from directly from the end user after using Kiosk service. The question
in the questionnaire focused on their satisfactory level toward current service of Kiosk,
their importance level for further development of the Kiosk and their personal
information.
3.3.2 Online survey
Online survey of this study has been conducted for 1 month through online
platform. The question in the survey focused on their satisfactory level toward current
service, their importance level for further development of the Kiosk and their personal
information
3.4 Data Collection Process
According to the research methodology, this study included 2 parts which are
exploratory research and descriptive research. These research has been done differently
in order to collect the accurate data from different types of respondents. Herewith the
details of each research;
3.4.1 Qualitative research
This interview aim to collect data from the shop owner who also provide
kiosk for the customer. This samplings, kiosk owner, will be able to observe the
feedback of the customers directly. Moreover, this study will be able to clarify their
satisfaction toward kiosk and supporting service
3.4.2 Quantitative research
Offline questionnaire is focusing on feedback of current user. This survey
will be conducted at the kiosk machine. By this, the respondents will be able to
complete the form with fresh experiences in both positive and negative ways.
Online survey is focusing on kiosk users. By launching this questionnaire,
the data from the respondent can be used for identify their satisfaction level along with
the importance of factors that would lead to the more usage of the Kiosk. The result be
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applied in the recommendation part on how the company can encourage these people
to use more frequent.
3.5 Sampling Plan
This research has been conducted by using convenient sampling method. The
qualifications of each respondents
3.5.1 In-depth interview
Shop Owners; the interviewees are also the owner of shop that providing
Kiosk to serve their clients. It has been conducted separately in their shop in Dindaeng
(Bangkok), Srivara (Bangkok) and Nakornayok.
Industry Expert; the expert that has been selected for this research is Dr.
Thantham Yeesarn, Project Director of Retailing Technology Co., Ltd. and a Professor
from Silpakorn University, Bangkok. He has been working in Information Technology
and Kiosk project since 2 0 0 9 with an outstanding reference behind leading Kiosk
machines in Thailand.
3.5.2 Descriptive research
Offline Questionnaire; the questionnaires has been sent to the shop owners
in order to distribute to the target respondents after they use the kiosk machine in the
shop. The condition for this questionnaire was the respondent could answer only once.
There are in total of 4 shops which located in different places which are Dindaeng
(Bangkok), Srivara (Bangkok), Nakonayok and Chiang Mai.
Online Survey; the survey has been created and sent the link through online
platform such as Facebook Post, LINE chat and Email. The respondents included for
current users and non-current user by the screening question.
3.6 Data Analysis
3.6.1 Qualitative data analysis
The qualitative data of this study came from 2 sets of in-depth interviews
which are 3 shop owners whom providing Kiosk service and one industry expert.
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3.6.2 Quantitative data analysis
1. Frequency Analysis has been used to identify the overall respondents
profile in terms of demographic and purchasing behaviors. Also, this analysis has been
used for segment the respondents into groups based on their behaviors, light and heavy
user. This helped the data to become easier to process and analyze using other
analyzing methods, such as regression analysis and correlation.
2. Independence Sample T-Test has been used to see the different between
variables.
3. Custom Tables has been used to compare frequency and means of each
variable and factors to the segments of the respondents.
4. Correlation has been used to show the relationship of each variables.
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CHAPTER 4
RESULTS AND DISCUSSION
4.1 Qualitative Research Result
4.1.1 Literature review
Has been mentioned in the literature review (Chapter 2).
4.1.2 In-depth interview
4.1.2.1 Industrial expert
Originally, Kiosk Top-Up machine has been designed for each
individual telecommunication service provider to the customers or end users (Top-Up
Kiosk,2016). However, when the time passed by, the new option has been added in to
the Kiosk in order to serve customers need. After a personal interview with expert
(Yeesarn, 2018), Project Director of Retailing Technology Co., Ltd. and a Professor
from Silpakorn University, there are 3 major models of Kiosk in the industry including;
1) Telecommunication brand
2) Telecommunication brand with other services
3) Third Party Kiosk.
Figure 4.1: Model 1. Telecommunication brand
This type of Kiosk is the first model that has been introduced to market that
each customer of each telecommunication brand can pay only for their mobile fees
under its own brand.
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Figure 4.2: Model 2. Telecommunication brand with other services
This type is the second model that aside from paying the fees, those Kiosk has
been added extra services such as electricity, water, credit card, insurance fees and so
on in order encourage customers to use (Fintech, 2017). However, the customer cannot
pay other telecommunication services.
For Kiosk under model 1 and 2, these machine belongs to each own brands.
The companies will rent a space in department store, community mall or even in front
of the shops. And, they are taking care for support and operation system.
Figure 4.3: Model 3. Third Party Kiosk
The last type of Kiosk Top-Up machine is a Third Party Kiosk. This Kiosk
will be operated by a company that is not related to telecommunication companies.
These service
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provider companies operate as connecting point between telecommunication
companies and other services including utility, game card, credit card and insurance to
the end user through the machine that has been placed in the kiosk machine owner’s
venue. The well-known brands including Boonterm, Singer and Power Gold.
4.1.2.2 Shop Owners
On the other side, the in-depth interview with shop owners whom
providing Kiosk had been conducted to 3 different persons. The details has been
clarify as below;
- Kiosk service increase number of customers in their shops
around 30% of their customers visited the shop only for using Kiosk.
- Customers need only 1 – 2 guidance from the shop owners when
they firstly use the Kiosk.
- They happy to have Kiosk as it can be operated 24 hours, so they
didn’t lose opportunity to make money when the shop is close.
- Customers ask for further services such as purchasing LINE
credit, can transfer money, pay for application on App store or Play store.
- Call centre and support from the Kiosk Company is very
important that must be able to contact 24 hours every day.
- The problem from using Kiosk is very low. The approximate rate
is 1 time a month, which were the minority problem that can be fixed within 15 minutes.
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4.2 Quantitative Research Result
Figure 4.4: Gender of Respondents
Figure 4.5: Living Area of Respondents
Figure 4.6: Age Range of Respondents
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4.2.1 Respondent Profile
As shown in figures and tables above, 62.6% of respondents were female
and 37.4% were male. The majority of the age range is in the range of 21-30 years old,
which accounts 63.8% of the total respondents. Around 74.1% of the respondents lives
in Bangkok Metropolitan. Their educational level mostly lies in “Bachelor’s degree”
with 74.7% and following by 19.5% of Master Degree, 4% high school, 1.1% Doctoral
Degree and 0.6% below high school. The occupations of these respondents were
classified into students, freelancers, office workers, business owners, government
Table 4.1: Educational Level of Respondents
Table 4.2: Occupation of Respondents
Table 4.3: Monthly Income of Respondents
Monthly Income N=174 Percent
15,000 and below 17 9.80%
15,001-30,000 47 27%
30,001-45,000 87 50%
45,001-60,000 11 6%
More than 60,000 12 7%
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sectors, and unemployed, which represented in percentage as 10.9%, 25.3%, 44.3%,
1.7%, 13.2%, and 4.6% respectively. For the monthly Salary, 50% of the respondents
have THB 30,000-45,000 per month.
4.2.2 Segmentation
Table 4.4: SPSS Custom table Segmentation vs. Demographic
Table 4.5: SPSS Custom Table Segmentation vs. Lifestyle
The 174 respondents were, then, has been segmented into 2 different
groups based on their behavior on using Kiosk machine, Light Users and Heavy Users,
which each of the segments contains 156 and 18 populations respectively.
Light Users, as shown in table 4, 59.6% of the populations are female
and 40.4% are male. For the age, the majority lies in 21-30 years old for 63.5% and
following by 31-40 years old at 21.2%. The educational level covers from below high
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school to Doctoral Degree, but the top three percentages are Bachelor’s Degree at
73.1%, Master Degree at 21.8% and High school at 3.2%. Moreover, 47.4% of the
populations of this segment’s salary rages lie between THB 30,001- 45,000 at 47.4%
and following by THB 15,001-30,000 at 28.2%, below THB 15,000 at 9.6%, more than
THB 60,000 at 7.7% and THB 45,001-60,000 at 7.1%. For their life style, they are more
likely to study and working at the same time whom prefer to stay at home instead of
going to the department store in their free time. They are interesting in new technology
and like to do online shopping. For their online payment, as it shown in the table 6,
most of them agree that they have transferred money through mobile banking. They
agree that they will use less Kiosk because of the mobile banking service that will
eventually lead to less usage of Kiosk as they will use less Kiosk because they can pay
through different channel.
Heavy Users, as shown in table 4, 88.9% of the populations are female
and 11% are male. For the age, the majority lies in 21-30 years old for 66.7% and
following by below than 20 years old, 31-40 Years old and more than 50 years old at
the equal share at 11.1%. The educational level covers only 2 levels, which are Bachelor
degree at 88.9% and high school at 11.1. Moreover, 47.4% of the populations of this
segment’s salary rages lie between THB 30,001- 45,000 at 72.2% and following by
THB 15,001-30,000 at 16.7% and below THB 15,000 at 11.1%. For their life style, they
are not likely to study and working at the same time whom prefer to go to the
department store when they have free time instead of staying at home. They are
interesting in new technology and like to do online shopping. For their online payment,
as it shown in the table 5, less than half of the population in this segment transferred
money through online banking, which they do not agree that they will use less Kiosk
because they use mobile banking for paying fees. They agreed that they will use less
service from Kiosk as they can pay through different channel.
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Table 4.6: Independent Samples Test Segments of Kiosk User and Satisfaction
Level
From table Independent Samples Test Segments of Kiosk User and
Satisfaction Level, it shows how the segments are different in each of the attribute of
the satisfaction level. For example, the availability of languages and easy to understand
attributes are “Equal variances with different mean”. Another group of attributes
including Easy to Use, Screen Brightness, Screen Sensitivity, Able to Return Change
and Service Support is fast are having "Not equal variances, and different in mean" and
Kiosk Color, Brand reputation are having "Equal variances are assumed, but there are
differences in the mean of the two segments".
Equal variances assumed .003 .959 -1.755 134 .082
Equal variances not assumed -2.026 25.344 .053
Equal variances assumed .358 .551 1.686 134 .094
Equal variances not assumed 1.745 23.079 .094
Equal variances assumed 3.625 .059 1.350 134 .179
Equal variances not assumed 1.568 25.485 .129
Equal variances assumed 2.170 .143 3.606 134 .000
Equal variances not assumed 3.187 20.876 .004
Equal variances assumed 3.861 .051 -1.990 134 .049
Equal variances not assumed -2.298 25.357 .030
Equal variances assumed 19.645 .000 5.339 134 .000
Equal variances not assumed 3.862 19.166 .001
Equal variances assumed 4.846 .029 2.216 134 .028
Equal variances not assumed 2.103 21.741 .047
Equal variances assumed 13.033 .000 1.408 134 .161
Equal variances not assumed 2.252 41.226 .030
Equal variances assumed .054 .817 -.284 134 .777
Equal variances not assumed -.307 23.904 .762
Equal variances assumed 14.360 .000 -1.927 133 .056
Equal variances not assumed -2.553 27.065 .017
Equal variances assumed 1.499 .223 -1.816 134 .072
Equal variances not assumed -2.209 26.752 .036
Equal variances assumed .387 .535 5.173 133 .000
Equal variances not assumed 5.094 20.678 .000
Equal variances assumed 3.993 .048 -1.029 134 .305
Equal variances not assumed -1.365 29.744 .183
Equal variances assumed .023 .879 2.714 132 .008
Equal variances not assumed 2.621 18.907 .017
Equal variances assumed 1.595 .209 2.792 134 .006
Equal variances not assumed 2.451 20.803 .023
Equal variances assumed 6.333 .013 2.138 134 .034
Equal variances not assumed 2.319 23.947 .029
Equal variances assumed .010 .919 -.759 134 .449
Equal variances not assumed -.637 20.337 .531
Equal variances assumed 5.503 .020 .559 134 .577
Equal variances not assumed .798 33.189 .431
Satisfactory - Languages Available
Levene's Test for Equality of
Variances
F Sig. t df Sig. (2-tailed)
t-test for Equality of Means
Satisfactory - Accessibility
Satisfactory - Visibility
Satisfactory - Variety of Service
Satisfactory - Service Support is
fast
Satisfactory - Easy to Understand
Satisfactory - Easy to Use
Satisfactory - Screen Brightness
Satisfactory - Screen Sensitivity
Satisfactory - Easy to insert money
Satisfactory - Able to Return
Change
Satisfactory - Kiosk Design
Satisfactory - Kiosk Color
Satisfactory - Audio Available
Satisfactory - Brand Reputation
Satisfactory - Service Support is
Easy to Contact
Satisfactory - Service Support is
effective
Satisfactory - Low failure rate
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4.3 Result for Research Objective
4.3.1 Understand the business model of Kiosk top-up machine in
Thailand 1
The result has been describe in “Qualitative: In-depth Interview” section.
The summary of Kiosk business model from the industry expert that cover the
operational flowchart of each model in the aspect from supply side, type of Kiosk and
opportunity of this industry.
4.3.2 Understand customer’s behavior on using Kiosk-top up machine
The result has been shown in respondent profile. In order to understand the
lifestyle and behavior of respondent, demographic has been used for segmenting. Then,
behaviors and lifestyle factors have been used as dependent variable.
4.3.2.1 Custom Table: Segments vs. Payment Channels
Table 4.7: Custom Table: Segments vs. Payment Channels
Payment Channels
Segments of Kiosk User
Light User (N=156) Heavy User (N=18)
N Percent N Percent
Channel - Counter AIS, TRUE, DTAC Yes 38 24.4% 8 44.4%
No 118 75.6% 10 55.6%
Channel - Payment Kiosk from AIS, TRUE, DTAC Yes 62 39.7% 13 72.2%
No 94 60.3% 5 27.8%
Channel - Payment Kiosk from Third Party Yes 85 54.5% 16 88.9%
No 71 45.5% 2 11.1%
Channel - Counter Service (7-11) Yes 35 22.4% 3 16.7%
No 121 77.6% 15 83.3%
Channel - Bank (Internet, Applications, ATM) Yes 57 36.5% 0 0.0%
No 99 63.5% 18 100.0%
Channel - Others Yes 0 0.0% 1 5.6%
No 156 100.0% 17 94.4%
From table 4.7, it shows how each segments pay for their mobile fees.
The top 3 payment channel for light users are Third party Kiosk at 54.4%, Kiosk from
telecommunication companies at 39.7% and bank at 36.5%. On the other hand top three
channel for heavy users are Third party Kiosk at 88.9%, Kiosk from telecommunication
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companies at 72.2% and Shop’s counter at 44.4%. There are none of heavy users pay
their fees through bank.
4.3.2.2 Custom Table: Segments vs. Other Payment Service
Table 4.8: Custom Table: Segments vs. Other Service
From table 4.8, it shows the frequency of respondent on other payment
service in Kiosk. Light users are rarely pay for other services as it shown in a low
percentage at 28.2%, 26.9% and 26.3% in paying utility, credit card and game credit
respectively. On the other hand, heavy user has higher percentage on paying other
service via Kiosk as follows; 66.7%, 61.1% and 44.4% in paying Game credit, utility
and Line stickers. For the insurance, it is the least popular service among respondents.
4.3.2.3 Custom Table: Segment vs. Mobile usage
Table 4.9: Custom Table: Segments vs. Mobile Usage
For Light user, they more than half of respondents are using AIS that
counts 51.3% and following by TRUE at 25% and DTAC at 23.7%, which majority is
the post pay subscriber at 54.5%. On the other hand, heavy user are using 2
telecommunication brands which are 55.6% of TRUE and 44.4% of AIS. And, majority
are using pre-paid at 88.9%. Thus, it can inferred that using postpaid can cause less
N Percent N Percent
Yes 44 28.2% 11 61.1%
No 112 71.8% 7 38.9%
Yes 41 26.3% 12 66.7%
No 115 73.7% 6 33.3%
Yes 14 9.0% 8 44.4%
No 142 91.0% 10 55.6%
Yes 42 26.9% 4 22.2%
No 114 73.1% 14 77.8%
Yes 8 5.1% 2 11.1%
No 148 94.9% 16 88.9%
Yes 12 7.7% 6 33.3%
No 144 92.3% 12 66.7%
Other Service - Insurance
Other Service - Other
Segments of Kiosk User
Light User (N=156) Heavy User (N=18)Other Service
Other Service - Utility
Other Service - Game Credit
Other Service - Line Stickers
Other Service - Credit Card Payment
N Percent N Percent
Which of these mobile service providers are you using? AIS 80 51.3% 8 44.4%
TRUE 39 25.0% 10 55.6%
DTAC 37 23.7% 0 0.0%
Are you a prepaid or a postpaid subscriber? Prepaid 71 45.5% 16 88.9%
Postpaid 85 54.5% 2 11.1%
Mobile Usage
Segments of Kiosk User
Light User (N=156) Heavy User (N=18)
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usage on Kiosk according to the Light user while using pre-paid can lead to more
frequent usage in Kiosk.
4.3.3 Understand factors that influence/lead to customers usage of
Kiosk machine
This topic will identify the factors that motivate customers (end-user) to
use kiosk top-up machine. Aside from that, with the result given from marketing
research can be used on “how can company use this information for marketing purpose.
4.3.3.1 Custom table: segments vs. satisfactory
Table 4.10: Custom Table: Segments vs. Satisfaction on Kiosk
From the SPSS result in table 4.10, it shows the satisfactory level from
light user and heavy user. Light users are highly satisfied on easy to use, easy to
understand and low failure rate. On the other hand, they least satisfies on input money,
return changes and language availability. With this, it can be interpreted that light user
is already satisfied on the usage function, but need the improvement on monetary
function (easier to insert the banknotes and should provide changes) and more variety
of languages. For the heavy user, they highly satisfied on Easy to understand,
Accessibility and effectiveness of service support. On the other hand, they are least
satisfied on color of Kiosk, languages availability and brand reputation of the Kiosk.
Thus, it can be summaries that light user is satisfied on the easy to access, use and
Mean
Standard
Deviation Count Mean
Standard
Deviation Count
Satisfactory - Accessibility 3.77 1.17 156 4.28 .96 18
Satisfactory - Visibility 3.86 1.38 156 3.28 1.32 18
Satisfactory - Variety of Service 3.82 1.13 156 3.44 .92 18
Satisfactory - Languages Available 3.05 1.12 156 2.00 1.33 18
Satisfactory - Easy to Understand 4.04 1.04 156 4.56 .86 18
Satisfactory - Easy to Use 4.38 .83 156 3.17 1.29 18
Satisfactory - Screen Brightness 3.75 1.02 156 3.17 1.10 18
Satisfactory - Screen Sensitivity 3.80 1.20 156 3.39 .61 18
Satisfactory - Easy to insert money 2.95 1.50 156 3.06 1.35 18
Satisfactory - Able to Return Change 2.99 1.60 156 3.76 1.09 18
Satisfactory - Kiosk Design 3.13 1.33 156 3.72 1.02 18
Satisfactory - Kiosk Color 3.35 1.09 156 1.88 1.11 18
Satisfactory - Audio Available 3.42 1.22 156 3.72 .83 18
Satisfactory - Brand Reputation 3.32 1.04 156 2.56 1.09 18
Satisfactory - Service Support is Easy to Contact 3.75 1.33 156 2.78 1.59 18
Satisfactory - Service Support is fast 3.74 1.38 156 3.00 1.24 18
Satisfactory - Service Support is effective 3.69 1.25 156 3.94 1.59 18
Satisfactory - Low failure rate 3.99 1.17 156 3.83 .71 18
Satisfaction on Kiosk
Segments of Kiosk User
Light User (N=156) Heavy User (N=18)
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service, but they need further development on the branding and appearance of the kiosk.
For the language, once the Kiosk provide various languages, it can fix problems for
both segments.
4.3.3.2 Custom table: segments vs. importance factor rate
Table 4.11: Custom Table: Segments vs. Importance Rate on Future Kiosk
From the SPSS result in table 4.11, it shows the importance level from
both light user and heavy user toward the further development of the new Kiosk. With
the scale of 5, Light users weight 4.50 means on Low failure rate and following by
More technology enhancement and support at 4.46 and faster operational speed at 4.42.
For the least weight is Kiosk design that has 3.78 mean score. On the other hand, heavy
user’s result has been showed that More technology enhancement and support is the
most importance weight at 4.78 and following by faster operational speed at 4.74 and
Low failure rate at 4.61. Both group has weight the design factor in the least importance
position. In summary, there are 3 most importance for both segments including 1) low
failure rate 2) More technology enhancement and support 3) Faster operational speed.
And, the least importance is design of the Kiosk.
4.4 Relationships between variables
4.4.1 Correlations: segments vs. other services
Table 4.12: Correlations: segments vs. other services
Mean Count Mean Count
Importance - Provide more function and service 4.31 156 4.11 18
Importance - More user friendly 4.30 156 4.11 18
Importance - More technological advancement such as QR Code and NFC 4.46 156 4.78 18
Importance - Faster speed 4.42 156 4.72 18
Importance - Kiosk Design 3.78 156 3.00 18
Importance - Low failure rate 4.50 156 4.61 18
Imaportance Level for Future Kiosk
Segments of Kiosk User
Light User (N=156) Heavy User (N=18)
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Regarding to the table 4.12, there is a negative relationship between
segments and Other Payment Service on Utility, game credit, Line stickers, Insurance.
While, there is no relationship on Credit card.
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CHAPTER 5
CONCLUSIONS AND RECOMMENDATIONS
5.1 Summary
This research “Influence of Thailand 4.0 towards the Design of Future Kiosk
Top-up Machine”, the objective is to understand the Kiosk industry in Thailand, learn
customers’ behaviours and find the factors that can lead customers to use more Kiosk.
Overall answer to the objectives. After studied, result shows that current satisfaction
level toward Kiosk is above the mean. However in language availability is still need
further development. For the importance attribute for the future Kiosk design both
segments least concern on “Design of the Kiosk”. However, they weight on “Low
failure rate” and “More technology enhancement and support”. Thus, it can be
summarized that user mainly concern on functionality of the Kiosk.
After collected data, the research has been shown that the segments can be
classified based by frequency based. This study can clarified the type of respondents
into 2 segments which are Light User and Heavy User based of their behaviour toward
using on Kiosk Machine. These two group have huge gab in terms of population as
Light user consist of 156 respondents while Heavy user consist of 18 respondents.
Nevertheless, majority of respondents are female. The respondents are mainly in the
age range between 21-30 years old, living in Bangkok Metropolitan area having
Bachelor degree whom working as employee and get salary in the rage of have THB
30,000-45,000 per month. These information can be used in order to develop the most
suitable promotional campaign and promotion.
5.2 Conclusions and Recommendations
Regarding to the recommendation for the Kiosk producer, the company should
be more focus on the functional of the kiosk in order to encourage customers to use
more. Mostly will be the development on the software in order to create friendly to user
interface that proving more languages. For the design, it can be a minority change or
leave it for the next phrase. On the other hand, for all three models of Kiosk, they should
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focus on the functional as soon as possible. Aside from that, they company should pay
attention in promoting their Kiosk on their strong attribute such as variety of services,
friendly to users and fast speed for paying bills. The company should
go for value added strategy because banking just turned itself to be Kiosk direct
competitor after announcing the “free fees campaign”.
Further recommendation regarding to the new generation of Kiosk machine is
the functions. With the marketing intelligent system including trends, tradeshows,
feedback from expertise and clients, the Kiosk should add more functional feature such
as combining with vending machine, Coffee machines or other physical kiosk that
already existing in the market. This could be a join venture program, so each party can
provide can share their strengths and providing the better version of Kiosk machine.
5.3 Limitations
All of the research has problems or limitations, in “Influence of Thailand 4.0
towards the Design of Future Kiosk Top-up Machine”, there are a total of 5 limitations
with details as follows;
5.3.1 Sample Size
In the beginning, the number of respondent should be more than 200
respondents. However, the total number of questionnaires respondents reached 174
people. This lead to the less details. During running the data, some data were not
significantly classifiable. If the study contain more sample size, the data should be more
reliable.
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5.3.2 In-depth Interview
In this research, the opinion of the shop’s owner could provide in-depth
details from the demand side of the Kiosk. However, it’s not difficult to ask for
interview as most of them had to sell goods in their shop and seeing interview as a
burden of making money. Furthermore, some owner postponed the interview for 3
times, it leads to difficulties to collect data.
For the interview with expert, there were some limitation of details that he
couldn’t share to us. It would be better to be able to contact another industry expert in
order to see wider vision and ideas.
5.3.3 Time constrain
The total time for this research is around 5 month. Even though the plan
and timeline has been prepared, there were, still, uncontrollable factors that lead to the
delay. If this research provide more time, there will be more opportunity to collect data
more in order to receive a nation-wide feedback as from the current details, the
population from Bangkok Metropolitan is account more than half of total respondents.
5.3.4 Announcement of Bank Free Fees
On 28 March 2018, the news of top 3 banks of Thailand will stop charge
for fees had been posted in every social media and became a talk of the town topic for
a couple of days. This news has been announce after the data had been collected from
respondents and the time contain leads to limitation of changing the questionnaires. If
the announcement occurred during creating the question list, the answer should be more
accurate.
5.3.5 Cluster Analysis
In the beginning, Cluster Analysis has been used in order to classify the
respondent’s segmentation. After running the data, it results in the not significantly
different due to the diversification of the respondents were too limited to create a
significantly different groups. Since the segment of the user are unclear to identify from
this analysis, “Frequency analysis” has been used in segmenting the respondents
instead.
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REFERENCES
Electronic Media
Bunchanonth, P., (2017), BBC Thailand, “Thailand 4.0: Vision of the Land”, accessed
on 22 March, 2018 at http://www.bbc.com/thai/thailand-38527250
Dictionary. (2018), “Definition of Kiosk,” Retrieved April 1, 2018 from Dictionary:
http://www.dictionary.com/browse/kiosk?s=ts”
Euromonitor International (2017, December 10). Digital consumer in Thailand.
Retrieved from Passport database
Fintech, (2017), website “strategy: open new business”, accessed on from
https://brandinside.asia/ boonterm-first-fintech-in-thailand/
Joseph Abuni Gama, J.A., (2013), Journals “Feasibility Analysis of Electronic Top Up
System in the Telecommunication Industry”, accessed on 10 December 2017 at
http://erepo.usiu.ac.ke/handle/11732/2475
Royal Thai Embassy, Washington D.C., (2017), “Agenda 2: Development of
Technology Cluster and Future Industries”, accessed on 4 October 2017 from
http://thaiembdc.org/agenda-2-development-of-technology-cluster-and-future-
industries/
Languepin, O. (2017), .Thailand Business News, “Thailand 4.0, What do you need to
know”, accessed on 18 March 2018 at https://www.thailand-business-
news.com/economics/ 54286-thailand-4-0-need-know.html
Longtunman (2017), website “How many Boonterm Kiosk Exist in Thailand” accessed
on 10 February 2018 from http://longtunman.com/1033
Longtunman (2018), website “Why Banks join Free Fees Campaign” accessed on 23
March 2018 from http://longtunman.com/5044
Manager News Online (2018), website “ Bank Free Fees Campaign directly negatively
impact to the stock value of Boonterm”, accessed on 31 March 2018 from
https://mgronline.com/ stockmarket/detail/ 9610000030846
Moneyhub (2018), website “Fees Comparinson”, accessed on 31 March 2018 from
https://money hub.in .th/ article/fee-comparison/
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Thansettakit, (2017), website “Top-up Kiosk War”, accessed on 4 October 2017 from
http://www.thansettakij.com/content/127307
Thairath, (2016), “Key to success of Mr. Somchai Soongsawang from Boonterm”,
accessed on 24 November 2017 from
https://www.thairath.co.th/content/671341
Top-up Kiosk, (2016), efinanceThai, “ผา่สมรภูมิ`ตูเ้ติมเงิน` การแข่งขนัระอุ แ้่เิงเ่ก้.จบ !1.2 แสนลจ.”
accessed on 4 October 2017 from
https://www.efinancethai.com/hottopic/hottopicmain.aspx?release=
y&id=1395&file_name=ht_201702061047&symbol=HT
Tung, L., (2001), Journals “Information Kiosk for Use in Electronic Commerce:
Factors Affecting its Ease of Use and Usefulness”, accessed on 24 October,
2017 at
http://aisel.aisnet.org/cgi/viewcontent.cgi?article=1079&context=bled2001
Personal Interview
Yeesarn, T., (2018) Interview with Expert on 20 March 2018
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APPENDICES
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APPENDIX A
IN-DEPTH INTERVIEW QUESTION FOR EXPERT
1. Can you share the history of Kiosk industry in Thailand?
2. How to classified Kiosk Top Up Machine in the industry? And what are the
different between them?
3. How Kiosk Company get profits from kiosk machine?
4. What are the attribute that customers (Telecommunication companies) required for
a Kiosk?
5. Possibility of the changes in design?
6. What are the feedback that you received from customer (Telecommunication
Companies)?
7. What are the feedback that you received from end users?
8. What are main concern for building a Kiosk?
9. How accurate for the Kiosk? Bank acceptor and return changes?
10. Opportunity in Kiosk industry
11. What are threats of this industry?Insert text here
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APPENDIX B
IN-DEPTH INTERVIEW QUESTION FOR SHOP OWNERS
1. How long have you install Kiosk into the shop?
2. Is it worth to invest Kiosk into the shop?
3. How many percent of the clients use the Kiosk and didn’t buy anything from the shop?
4. Do you have any bad experience of having Kiosk? Problem?
5. Can you share pros and cons of having Kiosk in your shop?
6. When have problem or error, how to do you?
7. How’s your experience with the Kiosk Company? and support center ?
8. Have customers complain anything about the Kiosk?
9. Have customers give any suggestion on the Kiosk machine or service?
10. Do you need to teach customers to use Kiosk?
11. If there’s a new model of Kiosk, what do you expectation toward it?
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APPENDIX C
QUESTIONAIR QUESTIONS
This survey is a part of the Independent Study project under Master of Marketing,
Thammasat University. The objective is to study of consumer perception on kiosk machine
toward Thailand 4.0.Please answer each question or statement as honestly as possible. All of
the information will be kept confidentiality and be used only for academic purpose. The
questions will take approximately 15 minutes in order to complete.
Part 1: Screening Question
1. Have you ever used Kiosk top up machine?
a. Yes
b. No (End of survey)
2. Have you used Kiosk Top up Machine within the past 3 months?
a. Yes
b. No (End of survey)
Part 2: Basic Information on Usage of Mobile
3. Which of these mobile service providers are you using? (If you have more than one
mobile phone, please select the mostly used one)
a. AIS
b. TRUE
c. DTAC
d. Others: __________
4. Are you a prepaid or a postpaid subscriber?
a. Prepaid
b. Postpaid
5. How much do you spend in total per month (range) ?
a. Below 100 THB
b.101-300 THB
c. 301-500 THB
d.501-700 THB
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e. 701-900 THB
f. More than 900 TB
6. How do you pay or buy your top up? (can select more than 1 choice)
a. Telecommunication shops (counter)
b. Telecommunication Kiosk payment machine
c. Other Kiosk Machine provider
d. Counter service (7-11)
e. Bank (Internet / Mobile application / ATM)
f. Other: ________
7. How many times you pay for the fee in a month
a. 1 time
b. 2 times
c. 3 times
d. More than 3 times
8. Aside from using kiosk for telecommunication payment purpose, what other services do
you use (you can select more than 1)
a. Utility Electricity & Water bills
b. Purchasing game credit
c. Buy sticker for LINE
d. Credit Card fees
e. Insurance fees
f. Other: _____
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Part 3: Feedback toward Kiosk Machine
9. Please indicate your satisfactory level towards current kiosk on each of the attributes
below;
Attributes Satisfactory Levels
Least Satisfied Unsatisfied Neutral Satisfied Most Satisfied
Location:
Accessibility
Visibility
Features: Application
Variety of
Services
Different
Languages
Available
Easy to use
Easy to
understand
Features: Kiosk Machine
Screen
Brightness
Screen
Sensitivity
Easy to insert
bank notes
Easy to insert
coins
Able to return
change
Attractiveness:
Kiosk Design
Kiosk Color
Audio
Available
Reliability: Kiosk Machine
Brand
Reputation
Service support
is easy to
contact
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Part 4: Development of the New Kiosk
10. Please indicate the level of importance towards the development of the new kiosk
machine on each of the attributes below;
Attribute
Levels of Importance
Least Important Somewhat
Important Neutral Important Most Important
Provide more
function and
service
More user
friendly
More
technological
advancement
Faster speed
Compact size
Lower failure
rate
Other: Please
specify
Part 5: Lifestyle and Behaviors
11. How much do you agree on the following statements regarding your Lifestyle?
Attribute Least
agreed Disagree Neutral Agree
Most
Agree
I am studying and working together
I live alone
I prefer to stay at home comparing walking in the
mall when I have a time
I am interested in new technology
I love shopping online
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12. How much do you agree on the following statements regarding your Money
Transaction Behavior?
Money Transaction Behavior? Least
agreed Disagree Neutral Agree
Most
Agree
I have transfer money through mobile banking more
than ATM machine
I transfer money through Promptpay more than
traditional transfer
I believe that “mobile banking service” will decrease
the number of the payment on kiosk
I have transfer money through mobile banking more
than ATM machine
I will use less kiosk machine because I will pay via
“mobile banking service”.
I will use less kiosk machine because I will pay via
other online method aside from “mobile banking
service”.
Part 6: Demographic
13. Gender
a. Male
b. Female
14. Age
a. 20 or below
b.21-35
c. 36-50
d. More than 50 / มากกว่า 50
15. Where do you live ?
a. Bangkok Metropolitan
b. Other Province: ________
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16. Educational level
a. Below High School
b. High School
c. Bachelor’s Degree
d. Master’s Degree
e. Doctoral Degree
17: Occupation
a. Student / นักเรียน
b. Freelance / รับจ้างอสิระ
c. Office worker / พนักงานบริษทั
d. Entrepreneur / เจ้าของธุรกิจ
e. Unemployed / ว่างงาน
f. Other: ________
18. Monthly Income
a. Below 15,000 Baht
b. 15,001 - 30,000 Baht
c. 30,001 - 45,000 Baht
d. 45,001 - 60,000 Baht
e. More than 60,000 Baht
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APPENDIX D
QUANTITATIVE DATA: SPSS TABLES
1. Respondent profile:
Count
Column N
%
Table Total
N %
Subtable
Total N % Count
Column N
%
Table Total
N %
Subtable
Total N %
ชายMale 63 40.4% 36.2% 36.2% 2 11.1% 1.1% 1.1%
หญงิFemale93 59.6% 53.4% 53.4% 16 88.9% 9.2% 9.2%
Other (please specify) 0 0.0% 0.0% 0.0% 0 0.0% 0.0% 0.0%
20 หรือต า่กวา่20 or below
7 4.5% 4.0% 4.0% 2 11.1% 1.1% 1.1%
21-3099 63.5% 56.9% 56.9% 12 66.7% 6.9% 6.9%
31-4033 21.2% 19.0% 19.0% 2 11.1% 1.1% 1.1%
41-509 5.8% 5.2% 5.2% 0 0.0% 0.0% 0.0%
มากกวา่ 50More than 508 5.1% 4.6% 4.6% 2 11.1% 1.1% 1.1%
ต า่กวา่มัธยมปลายBelow High School1 .6% .6% .6% 0 0.0% 0.0% 0.0%
มัธยมปลายHigh School
5 3.2% 2.9% 2.9% 2 11.1% 1.1% 1.1%
ปรญิญาตรBีachelor's Degree
114 73.1% 65.5% 65.5% 16 88.9% 9.2% 9.2%
ปรญิญาโทMaster's Degree
34 21.8% 19.5% 19.5% 0 0.0% 0.0% 0.0%
ปรญิญาเอกDoctoral Degree
2 1.3% 1.1% 1.1% 0 0.0% 0.0% 0.0%
15,000 หรือต า่กวา่15,000 and below 15 9.6% 8.6% 8.6% 2 11.1% 1.1% 1.1%
15,001-30,000 44 28.2% 25.3% 25.3% 3 16.7% 1.7% 1.7%
30,001-45,000 74 47.4% 42.5% 42.5% 13 72.2% 7.5% 7.5%
45,001-60,000 11 7.1% 6.3% 6.3% 0 0.0% 0.0% 0.0%
มากกวา่ 60,000More than 60,000 12 7.7% 6.9% 6.9% 0 0.0% 0.0% 0.0%
Segments
Light 2 Heavy
Gender
Age
Level of Education
Monthly Salary
N Mean
Std.
Deviation
Std. Error
Mean
Light 156 1.5962 .49225 .03941
2 Heavy 18 1.8889 .32338 .07622
Light 156 2.4359 .87385 .06996
2 Heavy 18 2.3333 1.08465 .25565
Light 156 3.1987 .53786 .04306
2 Heavy 18 2.8889 .32338 .07622
Light 156 2.7500 .99434 .07961
2 Heavy 18 2.6111 .69780 .16447
Age
Group Statistics
How many times you pay for the mobile fee in a month?
Gender
Level of Education
Monthly Salary
Ref. code: 25605902040889BCL
38
Lower Upper
Equal variances assumed 90.831 .000 -2.459 172 .015 -.29274 .11904 -.52771 -.05776
Equal variances not assumed -3.412 27.093 .002 -.29274 .08581 -.46877 -.11670
Equal variances assumed .171 .680 .459 172 .647 .10256 .22326 -.33812 .54325
Equal variances not assumed .387 19.630 .703 .10256 .26506 -.45100 .65613
Equal variances assumed 5.054 .026 2.391 172 .018 .30983 .12959 .05403 .56563
Equal variances not assumed 3.539 29.258 .001 .30983 .08755 .13085 .48881
Equal variances assumed 1.651 .201 .576 172 .566 .13889 .24123 -.33727 .61505
Equal variances not assumed .760 25.744 .454 .13889 .18273 -.23690 .51467
Age
Independent Samples Test: Segments vs. demographicsLevene's Test for
Equality of Variances t-test for Equality of Means
F Sig. t df
Sig. (2-
tailed)
Mean
Difference
Std. Error
Difference
95% Confidence
Interval of the Difference
Gender
Level of Education
Monthly Salary
Lower Upper
Equal variances assumed 5.725 .018 1.837 172 .068 .20085 .10935 -.01498 .41669
Equal variances not assumed 1.602 19.882 .125 .20085 .12535 -.06072 .46243
Equal variances assumed 7.338 .007 2.673 172 .008 .32479 .12149 .08498 .56459
Equal variances not assumed 2.811 21.702 .010 .32479 .11553 .08501 .56456
Equal variances assumed 178.244 .000 2.849 172 .005 .34402 .12074 .10570 .58234
Equal variances not assumed 3.997 27.424 .000 .34402 .08608 .16752 .52051
Equal variances assumed 1.464 .228 -.558 172 .577 -.05769 .10335 -.26169 .14630
Equal variances not assumed -.598 21.948 .556 -.05769 .09640 -.25764 .14225
Equal variances assumed 227.679 .000 -3.201 172 .002 -.36538 .11416 -.59071 -.14005
Equal variances not assumed -9.447 155.000 .000 -.36538 .03868 -.44179 -.28898
Equal variances assumed 40.961 .000 3.012 172 .003 .05556 .01845 .01915 .09197
Equal variances not assumed 1.000 17.000 .331 .05556 .05556 -.06166 .17277
Equal variances assumed 2.209 .139 2.895 172 .004 .32906 .11367 .10468 .55344
Equal variances not assumed 2.661 20.306 .015 .32906 .12364 .07141 .58671
Equal variances assumed 1.243 .267 3.637 172 .000 .40385 .11104 .18467 .62302
Equal variances not assumed 3.375 20.386 .003 .40385 .11967 .15451 .65318
Equal variances assumed 35.104 .000 4.508 172 .000 .35470 .07869 .19938 .51003
Equal variances not assumed 2.891 18.253 .010 .35470 .12268 .09721 .61219
Equal variances assumed .846 .359 -.426 172 .671 -.04701 .11036 -.26483 .17082
Equal variances not assumed -.440 21.473 .665 -.04701 .10694 -.26911 .17509
Equal variances assumed 3.879 .050 1.030 172 .305 .05983 .05809 -.05484 .17450
Equal variances not assumed .765 18.881 .454 .05983 .07825 -.10403 .22369
Equal variances assumed 30.313 .000 3.479 172 .001 .25641 .07370 .11094 .40188
Equal variances not assumed 2.204 18.210 .041 .25641 .11632 .01224 .50058
95% Confidence
Interval of the Difference
Independent Samples Test: Segments vs. channels & servicesLevene's Test for
Equality of Variances t-test for Equality of Means
F Sig. t df
Sig. (2-
tailed)
Mean
Difference
Std. Error
Difference
Other Service - Other
Channel - Counter AIS, TRUE, DTAC
Channel - Payment Kiosk from AIS,
TRUE, DTAC
Channel - Payment Kiosk from Third
Party
Channel - Counter Service (7-11)
Channel - Bank (Internet, Applications,
ATM)
Channel - Others
Other Service - Utility
Other Service - Game Credit
Other Service - Line Stickers
Other Service - Credit Card Payment
Other Service - Insurance
Lower Upper
Equal variances assumed .847 .359 2.322 172 .021 .99786 .42980 .14950 1.84623
Equal variances not assumed 2.159 20.407 .043 .99786 .46211 .03515 1.96058
Equal variances assumed .147 .702 .217 172 .828 .09188 .42303 -.74311 .92687
Equal variances not assumed .217 21.117 .830 .09188 .42309 -.78769 .97145
Equal variances assumed.355 .552 2.109 172 .036 .62607 .29689 .04004 1.21209
Equal variances not assumed2.004 20.605 .058 .62607 .31240 -.02437 1.27651
Equal variances assumed 6.214 .014 -.469 172 .640 -.12821 .27337 -.66780 .41139
Equal variances not assumed -.553 23.386 .586 -.12821 .23184 -.60737 .35096
Equal variances assumed 12.799 .000 -2.863 172 .005 -.85684 .29928 -1.44757 -.26610
Equal variances not assumed -5.716 52.452 .000 -.85684 .14990 -1.15758 -.55609
Equal variances assumed 3.862 .051 1.835 171 .068 .53369 .29089 -.04050 1.10789
Equal variances not assumed 2.576 27.541 .016 .53369 .20720 .10894 .95845
Equal variances assumed 6.011 .015 3.374 172 .001 1.24573 .36925 .51689 1.97456
Equal variances not assumed 5.405 32.738 .000 1.24573 .23047 .77669 1.71476
Equal variances assumed 63.771 .000 6.578 172 .000 1.68376 .25598 1.17850 2.18903
Equal variances not assumed 3.782 17.904 .001 1.68376 .44525 .74796 2.61956
Equal variances assumed .672 .414 -1.878 172 .062 -.56410 .30033 -1.15690 .02870
Equal variances not assumed-1.778 20.566 .090 -.56410 .31733 -1.22488 .09667
Equal variances assumed 5.086 .025 -1.067 172 .287 -.26923 .25230 -.76724 .22878
Equal variances not assumed
-1.479 27.072 .151 -.26923 .18199 -.64260 .10414
Equal variances assumed 22.835 .000 4.776 172 .000 1.36325 .28545 .79981 1.92669
Equal variances not assumed3.231 18.458 .005 1.36325 .42194 .47836 2.24814
Equal variances assumed 7.348 .007 3.715 172 .000 .92094 .24793 .43157 1.41031
Equal variances not assumed
2.962 19.276 .008 .92094 .31094 .27076 1.57112
Agree - I transfer money through
Promptpay more than traditional
mobile
Agree - I believe that the moblie
banking service will decrease the
number of payment via kiosk
machine
Agree - I will use less kiosk
machine, because I can pay via
mobile banking
Agree - I will use less kiosk,
because I can pay via other online
methods aside from mobile
banking service
Agree - I have transferred money
through mobile banking
Sig. (2-tailed) Mean Difference
Std. Error
Difference
95% Confidence
Interval of the
Agree - I am working and studying
at the same time
Agree - I live alone
Agree - I prefer to stay at home
comparing to walking in the mall
when I have time
Agree - I am interested in the new
technology
Agree - I like shopping through
online platform
Agree - I change mobile when the
new model is released
Agree - I prefer android operating
system than iOS
Independent Samples Test on Segments and Lifestyle Levene's Test for Equality of
Variances t-test for Equality of Means
F Sig. t df
Ref. code: 25605902040889BCL
39
BIOGRAPHY
Name Miss Czarina Laya Tanprasert
Date of Birth April 11, 1989
Educational Attainment
2012: Bachelor Degree of Business and
Administration, Mahidol University International
College
Work Position Assistant to Managing Director
Power Gold Co., Ltd.
Work Experiences 2016 - Present: Assistant to Managing Director
Power Gold Co., Ltd.
2012 – 2016: Corporate Sales Manager
Anatara Siam Bangkok Hotel
(Former: Four Seasons Hotel Bangkok)
Ref. code: 25605902040889BCL