Acceptance of Technology and Service Innovation That Affecting the Service Efficiency of GHB ALL GEN at the Government Housing Bank, Sa Kaeo Branch

Abstract

The purposes of this study were 1) to examine the acceptance of technology and service innovation of GHB ALL GEN at the Government Housing Bank (GHB), Sa Kaeo Branch 2) to assess the service efficiency of GHB ALL GEN at the Government Housing Bank, Sa Kaeo Branch and 3) to investigate the impact of technology acceptance and service innovation on the service efficiency of GHB ALL GEN at the Government Housing Bank, Sa Kaeo Branch. Data were collected using questionnaires from a sample of 300 users of the GHB ALL GEN Mobile Application Banking service at the Government Housing Bank, Sa Kaeo Branch, selected through purposive sampling. Data analysis was conducted using frequency, percentage, mean, standard deviation, and multiple regression analysis to test the hypotheses. The findings indicated that most of the respondents were female, aged 41 – 50 years, held a bachelor's degree, worked as government officers or state enterprise employees, and had an income ranging from 15,001 to 30,000 baht. The overall acceptance of the GHB ALL GEN application technology was at a high level. The overall service innovation in the application’s usage was also at a high level, as was the overall service efficiency of GHB ALL GEN. The hypothesis testing results indicated that technology acceptance: comprising perceived usefulness, perceived ease of use, attitude toward usage, behavioral intention to use, perceived risk, and actual usage had a statistically significant influence on the service efficiency of GHB ALL GEN at the Government Housing Bank, Sa Kaeo Branch, at the 0.05 significance level, with an R-Square value of 0.703.