Understanding the Relationship Between Service Quality and Technology Acceptance Factors

Wasun Khan-Am, Krititya Rangsom, Krititya Rangsom, Krititya Rangsom

Abstract


Abstract—Service quality plays a pivotal role in shaping consumer preferences and decisions regarding various products and services. This study aims to investigate internal variables such as attitudes, ease of use perception, perceived benefits, and E-S-QUAL, and analyze their relationships. The research tool utilized in this study is built upon the Technology Acceptance Model and E-S-Qual. The study focused on internet users residing in Bangkok and its suburbs or those working in the same area, with a sample size of 182 participants. Data collection took place at various transportation service points. Statistical analysis included reliability analysis, correlation analysis, and multiple regression analysis. The research findings highlight that attitude can be predicted by efficiency and system availability factors. Similarly, the perceived ease of use can be predicted by efficiency, fulfillment, and privacy factors. Additionally, perceived usefulness exhibit predictability, closely linked to efficiency and privacy factors. Notably, E-S-QUAL factors demonstrate a positive correlation with attitude, perceived ease of use, and perceived usefulness, indicating their potential relevance in future technology acceptance models

Keywords; Service Quality; TAM; E-S-QUAL; Website Evaluation

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