การจัดลำดับอุปสรรคในการยอมรับเทคโนโลยีการบริการด้วยตัวเองของผู้โดยสารสายการบินโดยใช้กระบวนการลำดับชั้นเชิงวิเคราะห์

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นิศากร สมสุข สุฐิต ห่วงสุวรรณ

Abstract

This object of this research is to rank the barriers to adoption of self-service technology, a case of the airline's automated check-in system, by using the Analytic Hierarchy Process (AHP) from the perspective of 30 Thai passengers who use the airline service and have never used the automated check-in system. The research tool is a pairwise comparison questionnaire developed based on the theory of innovation resistance and literature review. In this study, the hierarchical structure model consists of five categories of barriers, namely, value, usage, tradition, risk, and image barriers, and 16 barriers under these five categories. The research results show that, based on the Thai passengers, the value barrier is the most important category, while the top three most important barriers in descending order are the lack of awareness of benefits, the lack of awareness of ease, and not wanting to change to adapt to new innovations.The results of this study can be useful for airlines; they can apply the knowledge gained from this research to effectively plan and manage barriers according to their priority in future in order to increase the passengers’ acceptance of the use of the automated check-in system, as well as to make provision for the increased passenger in recent years.

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บทความพิเศษ