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Service Innovation Affecting the Success of Using the Food Ordering Application During the COVID-19 Pandemic |
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| รหัสดีโอไอ | |
| Creator | Service Innovation Affecting the Success of Using the Food Ordering Application During the COVID-19 Pandemic |
| Title | Service Innovation Affecting the Success of Using the Food Ordering Application During the COVID-19 Pandemic |
| Contributor | Rungroje Songsraboon, Jitravee Thongtao, Sakulkarn Chaijariyavet, Patitta Opaspong |
| Publisher | DR.KEN Institute of Academic Development and Promotion |
| Publication Year | 2565 |
| Journal Title | Interdisciplinary Academic and Research Journal |
| Journal Vol. | 2 |
| Journal No. | 4 |
| Page no. | 433-446 |
| Keyword | Service Innovation, Success of Service, Food Ordering Application, During the COVID-19 Pandemic |
| URL Website | https://so03.tci-thaijo.org/index.php/IARJ/about |
| Website title | https://so03.tci-thaijo.org/index.php/IARJ/article/view/262822 |
| ISSN | 2774-0374 |
| Abstract | This situation of the COVID-19 epidemic since January 2020. The general public has had problems accessing the restaurant. Therefore online food ordering service through an application was born during the COVID-19 by objectives of this research were (1) to study the general characteristics of service users who order food online through the application during the COVID-19 Pandemic, (2) to study service innovation affecting the success of using the food ordering application during the COVID-19 pandemic (3) to analyze the relationship between service innovation and the success of using the food ordering application during the COVID-19 pandemic and (4) to analyze the stepwise multiple regression equations of service innovation affecting the success of using the food ordering application during the COVID-19 pandemic. The sample group was 400 customers who ordered food online through an application during the COVID-19 pandemic with a purposive sampling method. The tools used for data collection were questionnaires. The statistics used in the research were descriptive statistics such as mean, standard deviation, Pearson’s product-moment correlation coefficient, and multiple linear regression by a stepwise method. The results of the study revealed that most of the service users were female, aged between 18-25 years old, had bachelor's degrees, occupational employees of private companies, had an average monthly income of 20,001–30,000 baht, and service innovation was related to the success of using the food ordering application during the COVID-19 pandemic with statistical significance, including the service concept (β) =0.160, customer interaction (β) =0.062, new services delivery process (β) =0.227 and new technology service (β) =0.165. Therefore, business owners should adopt service innovation to use in online food ordering services through applications. To make customers satisfied with the business and then come back to use the service next time and make the business successful and sustainable in the future. |
