การยอมรับเทคโนโลยีและนวัตกรรมบริการที่ส่งผลต่อความภักดี ในการใช้บริการธุรกิจทำความสะอาดในเขตกรุงเทพมหานคร ปริมณฑลและจังหวัดสงขลา

Abstract

This study aims to (1) examine the levels of technology acceptance, service innovation, and customer loyalty in the cleaning service business via online platforms, (2) investigate the influence of technology acceptance and service innovation on customer loyalty, and (3) compare these variables across Bangkok, the metropolitan region, and Songkhla province. A quantitative research design was employed, and data were collected through questionnaires from 400 respondents who have experience using cleaning services via online platforms. The data were analyzed using descriptive and inferential statistics.

The conceptual framework integrates the Technology Acceptance Model (TAM) with the concept of service innovation to explain the relationships among variables affecting customer loyalty. The findings indicate that both technology acceptance and service innovation have a statistically significant positive influence on customer loyalty. In particular, perceived usefulness and perceived ease of use significantly affect users’ attitudes and behavioral intentions, which subsequently lead to repurchase behavior and word-of-mouth. Furthermore, differences in perception and behavioral patterns were observed across the study areas.

The results highlight the critical role of technology adoption and service innovation in enhancing customer loyalty and provide practical implications for strengthening the competitiveness of cleaning service businesses in the digital economy.

Keywords: Technology Acceptance; Service Innovation; Customer Loyalty; Cleaning Service Business; Online Platform