Efficiency of chatbot System Affecting the Communication Service Quality of Domestic Airline Businesses in Thailand

Abstract

         The objectives of this study were 1) to study the service quality level of the domestic airline business in Thailand, 2) to compare the communication service quality of the domestic airline business in Thailand classified by personal factors, and 3) to analyze the efficiency of the autoresponder system affecting the communication service quality in the domestic airline business in Thailand. A quantitative method was used in this study. The population was Thai domestic airline business passengers who used the airline business Chatbot. The exact population number was unexpected, so the sample group number was calculated by the equation of W.G. Cochran. The total number of the sample group was 385 people, but in case of preventing data collection errors, 390 people determined by a convenience sampling technique were in the data collection. The statistical analysis techniques used in this study were the frequency, percentage, mean, standard deviation and comparative statistics were T-test, One Way ANOVA and Regression Analysis by Stepwise method.

        The results of this study were as follows: 1) overall, the average communication service quality level in the domestic airline business in Thailand was at a high level ( = 3.84), 2) The comparison results of the communication service quality of domestic airline businesses in Thailand classified by personal factors found that Thai passengers with gender, age, education level, occupation, average monthly income, type of use of the airline Chatbot system use and the different purpose of using the airline business Chatbot showed their different opinions on communication service quality in the domestic airline business with a statistically significant difference at the 0.05 level, and 3) a total of 68 percent of Chatbot system’s efficiency affected the communication of the domestic airline businesses service quality in Thailand with a statistically significant difference at the 0.05 level.