นวัตกรรมบริการที่ส่งผลต่อความสำเร็จของการใช้บริการสั่งอาหารออนไลน์ผ่าน แอปพลิเคชันในช่วงการระบาดของไวรัสโควิด-19

Busara  Niyomves; Rungroje Songsraboon; Jitravee  Thongtao; Sakulkarn  Chaijariyavet; Patitta  Opaspong

doi:10.14456/iarj.2022.68

Authors

Busara Niyomves Ramkhamhaeng University https://orcid.org/0000-0002-3434-9310
Rungroje Songsraboon Faculty of Business Administration, Siam University https://orcid.org/0000-0002-6431-9438
Jitravee Thongtao Faculty of Business Administration, Siam University https://orcid.org/0000-0001-9053-859X
Sakulkarn Chaijariyavet Ramkhamhaeng University https://orcid.org/0000-0001-6367-6807
Patitta Opaspong Ramkhamhaeng University https://orcid.org/0000-0002-0502-324X

DOI:

https://doi.org/10.14456/iarj.2022.68

Keywords:

Service Innovation; , Success of Service; , Food Ordering Application;, During the COVID-19 Pandemic

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, the 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.

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