ENHANCING MANAGEMENT EFFICIENCY IN TRANSPORT AGENCIES: THE IMPACT OF SERVICE INNOVATION, CORPORATE IMAGE, AND TECHNOLOGY ACCEPTANCE
DOI:
https://doi.org/10.14456/aamr.2025.27Keywords:
Management Efficiency, Service Innovation, Corporate Image, Technology Acceptance, Public TransportAbstract
This study investigates the factors driving management efficiency in Western Thailand's transport agencies. Using a quantitative approach and validated questionnaires, data were collected from 380 transport service users and analyzed via structural equation modeling (SEM). Results reveal a strong model fit, with service innovation, corporate image, and technology acceptance significantly influencing management efficiency. The corporate image exhibited the most substantial impact, underscoring the importance of public trust and credibility. While technology acceptance positively affects efficiency, its influence is less pronounced, highlighting potential security and digital literacy concerns. These findings suggest that transport agencies should prioritize enhancing service innovation, bolstering corporate image, and promoting technology acceptance to improve service delivery and citizen satisfaction. This study offers valuable insights for public agencies seeking to optimize service delivery, foster public trust, and drive sustainable development within the public transport sector.
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