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กลยทธสงเสรมพฤตกรรมการใชเทคโนโลยสารสนเทศในการชำระคานำประปาผานชองทางออนไลนของลกคาในเขตอำเภอสไหงโก-ลก จงหวดนราธวาส

Year: 2024
Type: article
Study design: Observational Study
Abstract: The objectives of the study were to: 1) analyze the factors influencing customer behavior in using information technology, 2) examine the internal and external conditions of the provincial waterworks authority, and 3) propose strategies to encourage customers to use information technology to pay water bills through online channels. A mixed-method approach was employed, involving questionnaires, interview, and focus group discussions with 375 customers and 26 executives, supervisors, and employees. Data analysis included content analysis for qualitative data, while quantitative data were analyzed using averages, means, standard deviations, frequencies, and multiple regression. The findings revealed that participants' behaviors in using information technology to pay water bills was primarily at the acknowledgment or alertness stage. Three factors influencing the use of information technology for water bill payments were identified, with a predictive ability of 76.60 percent. The internal and external conditions of the provincial waterworks authority required improvements in areas such as safety, billing systems, and system complexity. Therefore, strategies to promote customer behavior in using information technology for online water bill payment included: strategies for developing an online water bill payment system, strategies for improving the billing system, proactive public relations strategies, and strategies to reduce limitations to accessing online water bill payment services. The results of this study lead to the development of an action plan and serve as a guideline to promote and drive the use of information technology enhancing efficiency and adding value to the organization's products and services.
Language: Thai
Open Access status: diamond
OpenAlex ID: W7215242511
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