คุณภาพการบริการผ่าน AI Chatbot ที่มีต่อความไว้วางใจและการตัดสินใจใช้บริการซ้ำของลูกค้าคลินิกเสริมความงามในจังหวัดนครราชสีมา

Bunma  Imwiset; Khunanya Homhual; Somboon  Wannit

doi:10.60027/iarj.2026.e297632

Authors

Bunma Imwiset Nakhon Ratchasima College, Thailand https://orcid.org/0009-0000-5188-0763
Khunanya Homhual Nakhon Ratchasima College, Thailand https://orcid.org/0009-0002-9863-1451
Somboon Wannit Nakhon Ratchasima College, Thailand https://orcid.org/0009-0004-1242-0675

DOI:

https://doi.org/10.60027/iarj.2026.e297632

Keywords:

AI Chatbot, Service Quality, Trust, Revisit Intention, Aesthetic Clinic

Abstract

Background and Aims: The intense competition in the aesthetic clinic industry in Nakhon Ratchasima has led to the adoption of AI chatbots. This study aims to examine the influence of AI chatbot service quality on trust and revisit intention among aesthetic clinic customers in Nakhon Ratchasima Province.

Methodology: This quantitative research surveyed 400 customers using convenience sampling. Data were collected via online questionnaires and analyzed using descriptive statistics and multiple regression analysis.

Results: The findings revealed that overall AI chatbot service quality was at a high level, with responsiveness having the highest mean score, while naturalness of communication received the lowest. Hypothesis testing showed that AI chatbot service quality significantly and positively influenced both trust and revisit intention (p < .05). The model accounted for 58.00% (R² = .58) of the variance in revisit intention, with responsiveness being the most significant predictor (β= .36)

Conclusion: Aesthetic clinic operators should prioritize enhancing chatbot responsiveness while improving conversational naturalness to build trust and foster long-term revisit intention.

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