การเปรียบเทียบมิติคุณภาพบริการรถยนต์โดยสารสาธารณะและผู้ให้บริการผ่านแอปพลิเคชั่น: การเรียนรู้จากอดีตในกรณีศึกษาความเชื่อมั่นจากการเริ่มดำเนินการในประเทศไทย
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งานวิจัยนี้เจาะลึกถึงตัวขับเคลื่อนที่อยู่เบื้องหลังความพึงพอใจของลูกค้าในด้านคุณภาพการบริการสำหรับทั้งบริการรถยนต์โดยสารสาธารณะและผู้ให้บริการผ่านแอปพลิเคชั่นเจ้าแรกในประเทศไทย โดยจัดทำกรอบการความสัมพันธ์ระหว่างความไว้วางใจ คุณภาพการบริการ และความพึงพอใจของลูกค้าที่ใช้บริการ ในช่วงเวลาที่มีการเริ่มการใช้บริการผ่านแอปพลิเคชั่นเป็นครั้งแรกในประเทศไทยโดยทำการสำรวจผู้รับบริการที่เคยมีประสบการณ์ทั้งในรูปแบบดั้งเดิมและผ่านแอปพลิเคชั่น ผลการศึกษาชี้ให้เห็นว่าสิ่งที่จับต้องได้ เช่น รูปลักษณ์ การแต่งกาย และสิ่งที่จับต้องไม่ได้ในการบริการ เช่น ความน่าเชื่อถือ และความไว้วางใจ มีความสัมพันธ์เชิงบวกกับความพึงพอใจโดยรวมสำหรับรถยนต์โดยสารสาธารณะซึ่งมีการกำกับดูแลภายใต้กฏข้อบังคับของกรมการขนส่งทางบก ในขณะที่การบริการผ่านแอปพลิเคชั่น พบว่าสิ่งที่จับต้องได้ ความน่าเชื่อถือ และการตอบสนองต่อความต้องการของผู้โดยสารถือเป็นตัวทำนายความพึงพอใจที่สำคัญ อย่างไรก็ตาม การศึกษา พบว่าความไว้วางใจไม่ได้ส่งผลกระทบต่อการรับรู้คุณภาพการบริการผ่านแอปพลิเคชั่นอย่างมีนัยสำคัญใน
กรอบเวลาของการศึกษานี้ ข้อมูลเชิงลึกที่รวบรวมได้จากการศึกษานี้ไม่เพียงแต่ระบุช่องว่างด้านคุณภาพการบริการภายในอุตสาหกรรมยนต์โดยสารเท่านั้น แต่ยังช่วยให้เกิดความเข้าใจที่กว้างขึ้นเกี่ยวกับคุณภาพการบริการและความไว้วางใจภายในภูมิทัศน์ทั่วโลกของบริการผ่านแอปพลิเคชั่นที่การเปลี่ยนแปลงอย่างรวดเร็วในพลวัตรของเทคโนโลยีในปัจจุบันอีกด้วย
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