Factors Affecting User Loyalty of Service Applications Case study of Cleaning Air Conditioners During the COVID-19 Situation
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Abstract
The purpose of this research was to identify factors that affect user’s loyalty to service applications for clean air conditioner during the COVID-19 and to compare the differences in factors affecting the loyalty of users of the air conditioner cleaning application of the state enterprise (PEA). The research applied the conceptual framework of applied research from the Technology Acceptance Model, cognitive-impact-behavior model and protection motivation theory.
This research was quantitative research using questionnaires. By stratified random sampling from 420 smartphone air conditioner cleaning app users in Thailand during November 2020 - July 2021, the data was analyzed using a structural equation model.
The research found that 1) the factors affecting the loyalty of users of the air conditioner cleaning application were statistically significant, perception of ease of use, interface quality, satisfaction, the attitude of use perceived, Switching cost, perceived protection motivation, perceived security, respectively. 2) PEA Hero Care and Service application users, the switching cost factor affecting loyalty is higher than other application users. but users of other applications satisfaction factor affecting loyalty is higher than PEA Hero Care and Service application users.
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