Digital technology affecting photocopying service quality

Abstract

PURPUSES: This study aims to examine (1) the factors influencing the use of digital technology in service delivery at Duangkaew Copy Shop, Min Buri District, Bangkok, (2) customer perceptions of service quality, and (3) the impact of digital technology usage on service quality. METHODS: This quantitative study surveyed 400 customers of Duangkaew Copy Shop, selected using Cochran’s sample size formula. Data were collected through a questionnaire with an overall reliability coefficient of 0.940. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were employed for data analysis. Hypothesis testing was conducted using multiple regression analysis at a significance level of 0.05. RESULTS: (1) The overall use of digital technology in service delivery was rated at the highest level ( = 4.49, S.D. = 0.242). Among the factors considered, equipment and tools had the highest mean score, followed by communication channels and payment channels, respectively. (2) The overall service quality was rated at the highest level ( = 4.84, S.D. = 0.245). The highest-rated dimension was responsiveness to customers, followed by empathy, tangibility, assurance, and reliability. (3) The factors significantly influencing service quality were equipment and tools (β = 0.428, t = 13.933, P-value = 0.000) and communication channels (β = 0.170, t = 5.723, P-value = 0.000). THEORETICAL/POLICY The findings highlight the critical role of digital technology in enhancing service quality in copy shops. Business owners should invest in modern equipment and improve communication channels to enhance service efficiency and customer satisfaction.