การประเมินการให้บริการรหัสคิวอาร์ต่อประสิทธิภาพการดำาเนินงานของธนาคารเพื่อการเกษตรและสหกรณ์การเกษตรในจังหวัดเชียงใหม่โดยใช้วิธีการวิเคราะห์ดาต้าเอ็นวิลอปเมนท์

Abstract

The purpose of this study is to examine the impact of financial transactions by QR code via digital channels on the performance of the branches in Chiang Mai during 2016 to 2019. The study was divided into two steps, 1) Measuring of total productivity growth and factors affecting overall productivity growth of branches in Chiang Mai. Using Malmquist's total growth factor productivity index number and Data Envelopment Analysis (DEA) method. The results of the study showed that all 36 branches in Chiang Mai had total productivity and TFP growth. For factors affecting total productivity growth, most branches had witnessed the technological changes and technical performance changes and 2) An Ordinary Least Square (OLS) analysis of the effect of financial transactions by QR code through digital channels of financial service providers of the Bank for Agriculture and Agricultural Cooperatives on an efficiency of the operations of branches in Chiang Mai. The results confirmed that using QR Code via digital channels of financial service providers of the Bank for Agriculture and Agricultural Cooperatives had a statistically significant correlation with the operating efficiency of branches in Chiang Mai. Therefore, when customers conduct their financial transactions with QR codes via digital channels, it can increase an efficiency of branch’s operations.