Storytelling strategy to increase demand for self-service water kiosks in urban Thailand

Name: Kamin Imyen

keyword: Visual storytelling

; Smart water kiosk

; Drinking water quality

Abstract: This research aims to apply a storytelling strategy to expand the market share of drinking water kiosks in Bangkok and other urban communities in Thailand. The strategy is used to narratively convey a message to consumers that helps them better understand about the health, economic, and environmental benefits of using a kiosk. The first step of the storytelling process is to identify market forces, customer perceptions, knowledge gaps, and consumers’ pain points towards this kiosk product. As part of this preliminary, exploratory step and an online pilot survey of 103 people were conducted to assess current water usage practices and understand water issues related to price and use ideology. The questions were revised to address information obtained from the pilot survey, as well as perceived shortcomings, and a fuller online survey subsequently was completed by 412 people. The outcome of the surveys shows the benefits of communication through both onsite (information on the kiosk) and, perhaps more importantly, online media. The majority of the sample in all age groups access online media and we believe this will be an important information outlet for the kiosks. Focus group discussions were performed to emphasize survey results and allow participants to express their opinions and attitudes in various ways. The participants comprise of both specialists and ordinary people. The result reinforces customer interest in having information on kiosk maintenance and water quality certification. The respondents in general were interested in online payment as an option, in addition to the traditional coin payment method. Nevertheless, it also reveals that participants do not want the offline link to water kiosk online data. To grab people’s attention, the best approach based on this research is to make the message short, memorable, and easy to digest. The focus group prioritized illustrations over words

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Jitiporn Wongwatcharapaiboon

Role: advisor

Name: Irvine, Kim

Role: co-advisor

Created: 2020

Modified: 2023-01-27

Issued: 2023-01-27

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2020.812

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Design, Business and Technology Management

Grantor: Thammasat University

©copyrights Thammasat University

ลำดับที่.	ชื่อแฟ้มข้อมูล	ขนาดแฟ้มข้อมูล	จำนวนเข้าถึง	วัน-เวลาเข้าถึงล่าสุด
1	10209kamin.pdf	6.57 MB	4	2024-09-14 09:29:48

ใช้เวลา

0.029146 วินาที