The Relationship between Digital Communication and Public Service According to The Bank's Balance Scorecard Goals
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Abstract
The objective of this research paper was to study the relationship between digital communication and the goals of the bank using the Balance Scorecard. The study was quantitative research. The sample consisted of 200 employees from Operations Department of Krung Thai Bank Public Company Limited in Songkhla Province. Data were analyzed using mean, percentage, and multiple regression analysis. The results showed that mobile banking was used the most for digital communication, and digital communication was the first rank in keeping customer confidentiality. Furthermore, digital communication made the organization grow by 16.90% according to a Balance Scorecard.
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