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Author: search.filters.author.Suwannakul, EkkaratSubject: search.filters.subject.Self-service technology

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    Item type:Publication,
    RELATIONSHIP BETWEEN SELF-SERVICE TECHNOLOGIES’ SERVICE QUALITY, SATISFACTION, ATTITUDINAL AND BEHAVIORAL LOYALTY OF AIRLINE PASSENGERS
    (2022-07-01)
    Suwannakul, Ekkarat
    ;
    Khetjenkarn, Siriporn
    This study aims to examine how the service quality of self-service technologies (SSTs) affects the attitudinal and behavioral loyalty of airline passengers. To examine the service quality in the customer–technology interaction context, this study employs the SSTQUAL scale of Lin and Hsieh (2011). A total of 391 responses were analyzed using a structural equation modelling technique. The results showed that the seven SSTQUAL dimensions reflected the service quality of airline SSTs, supporting the validity of the SSTQUAL scale in the airline context. The study also indicates a strong link between perceived SST service quality and passenger satisfaction. The mediating role of attitudinal loyalty in the link between passenger satisfaction and behavioral loyalty was also revealed. This research improves understanding of the relationship between the service quality of airline SSTs, passenger satisfaction, and two aspects of loyalty.
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    Role of Technology Readiness in Airline Passengers’ Perceptions of Self-service Technology Quality
    (2021-01-01)
    Suwannakul, Ekkarat
    Self-service technology (SST) is more crucial now than before for the service delivery of airlines. Many airlines employ various types of SSTs so that passengers can perform certain services on their own. Although many passengers enjoy using the self-service option, some are not ready to adopt such a technology. This study aims to investigate how passengers possessing different characteristics perceive technology readiness (TR) and examine the influence of TR on perceived SST quality. Questionnaires were used to collect data from airports in Bangkok, Thailand. A total of 382 usable data were analysed using one-way ANOVA and multiple regression analysis. Results indicate significant differences in TR across age, education, occupation, income, types of SSTs and air travel frequency. This study also reveals that TR dimensions, namely, optimism, innovativeness, anxiety and insecurity, are important factors influencing airline passengers’ perceptions of SST quality.