Developing an Artificial Intelligence Application Model to Enhance the Service Quality of Elderly Care Businesses in Thailand
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Abstract
Thailand has become a complete aged society, resulting in a growing demand for elderly care services. However, businesses face challenges in maintaining service quality, addressing personnel shortages, and utilizing insufficient technology. This research focuses on using artificial intelligence to address these problems. The study aims to 1) design a relationship model among factors of organizational readiness, personnel, technology, and the use of AI in the elderly care businesses in Thailand, and 2) evaluate factors influencing the adoption of AI in the elderly care business in Thailand. This is a mixed-methods research, selecting a sample of 360 personnel working in the elderly care businesses using stratified random sampling and 9 physicians using purposive sampling. The statistical methods used are structural equation modeling and content analysis. The research results show that the designed model has a consistent relationship between organizational readiness, personnel, and technology with the use of AI in the Thai elderly care business. Structural validity testing of confirmatory factor measures revealed that the theoretical measurement model was a good fit for the empirical data (Chi-square = 1.212, NFI = 0.963, CFI = 0.993, GFI = 0.961, TLI = 0.991, RMSEA = 0.024), meeting appropriate index standards for research use. Furthermore, an evaluation of factors influencing the adoption of artificial intelligence (AI) in Thai elderly care businesses indicated that the most crucial factor for successful AI implementation and improved service quality in these sectors is fostering a positive attitude and willingness towards AI among organizational personnel. This research has the potential to develop an AI model suitable for the Thai context, sustainably enhance the quality of elderly care services, and potentially develop into a service platform or action research in the future.
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