แนวทางการพัฒนาโมบายแอพพลิเคชั่น THAI Mobile สำหรับผู้ใช้บริการสายการบิน บริษัท การบินไทย จำกัด (มหาชน)
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Abstract
Development Guideline for Mobile Application Thai Mobile for Customers of Thai Airways International Public Company Limited
This studies aimed to 1) study service usage behavior of THAI Mobile , 2) to study performance and its structures, and 3) establish guideline for development efficiency mobile application. There were 400 sampling customers, Thai airways passengers, who had experience in using THAI Mobile. The collecting data instrument was questionnaire and results revealed that most of respondents were male, aged between 30-39 years old, with Master’s degree education, employee with monthly income between 20,001 - 30,000 baht. Most respondents experienced in using THAI Mobile between 1-3 months long with average ranking of understanding, significance, and regularity in using this mobile application. They did not experience any usage problems; however, they have never recommended other to use THAI Mobile. The research showed using service from Royal Orchid Holiday was minor responding. Design and structures of this mobile application in category of Customer Help and Safety were inappropriate. Therefore, development guideline for Thai mobile application should focus on services and appropriate structures improvement to fulfill satisfaction of THAI Airways’ customers further in the future.
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