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Unformatted text preview: ction with the online customer service and customers’ attitude about the
importance of online customer service to Internet banking.
3.7 Data Collection
Online questionnaire survey was used as the data collection instrument for this
research. Three reasons justify its appropriateness.
• It is online because the desired sample is Internet users; therefore, Internet is
the most appropriate medium to reach the sample of Internet users. Tan and
Teo (2000) commented that the finding can only apply to the Internet users
rather than the general population. • This research requires large quantities of data preferably 150-200 responses. It
is more suitable to use the questionnaire which is predetermined set of questions for eliciting information for every variable to be measured (Tull and
• The questionnaire is a valuable tool as it is flexible, relatively fast, accurate
and easy to use in statistical analysis (Crimp and Wright, 1995). 49 3.7.1 Sample Selection
The study is aimed at online customer service on Thai Internet banking to
conduct the research. Thus, the population of this study consists of Thais who
are more familiar with using Internet. The reason why the scope of this research should be restricted to a specific
sample of Internet users. If this study conducts worldwide, there are some
considerable issue whether or not sufficient response are received from each
country. For instance, there will be differences in Internet infrastructure. As
the results, the findings obtained from those countries can not be directly
compared and therefore can not be generalized. In addition, the researcher is from Thailand and hence there was a particular
interest in knowing what is happening in Thailand in term of online customer
service on Thai internet banking.
3.7.2 Selecting the Sampling Method
As it is impossible to reach the whole population, a sample of the population
was chosen using non- probability sampling method. The study sample was selected by using convenience sampling, with the screen
questions as the result of budget and time constrains. Selecting the sample for
conducting survey, sample should have direct experience in using online
customer service on Internet banking of Siam Commercial Bank. Then, a total
of 201 personalized messages, containing the questionnaire of this research,
were sent individually to Thai people known by researcher via E-mail. Statistically, it is believed that large sample size of questionnaires is
considered for unbiased statistical results and can be implied for the whole
population (Miller, Acton, Fullerton and Malby 2002), Harris and Schaubroeck
(1990) recommend a minimum sample size of 200 usable questionnaires to
guarantee the robustness of multivariate model. 50 To increase the response rate, the snowball sampling was then applied. Each
respondent was asked to voluntarily send the questionnaire of this study to
their respective colleagues, family and friends; or to whom that might also
want to parti...
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- Fall '97