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The objectives of this research were to develop service quality factors for Thailand’s e-Tourism provided by the government. This was done using Thai tourists as the samples who have used Thailand’s e-Tourism service to find out service quality using a total of 385 samples and determining the confidence level at 95 percent. The tool used for data collection was a service quality questionnaire for Thailand’s e-Tourism provided by the government. The confidence level for the whole research effort was 0.856 and the confidence level for each question was in the range 0.824-0.926. The statistics used in the data analysis included confidence test, frequency distribution, percentage, mean, standard deviation, coefficient of dispersion, skewness, kurtosis, exploratory factor analysis (EFA), and confirmatory factor analysis (CFA).
The results of the study showed that the exploratory factor analysis of the expectations and actual service received gave five factors (KMO = 0.789). Those indicators were not different from the theoretical models obtained from the confirmatory factor analysis. The five factors included 1) Tangibles, 2) Reliability, 3) Responsiveness, 4) Assurance, and 5) Empathy. The factors’ indicators are not different from the theoretical models. The researchers have modified the component of the second confirmatory factor analysis (S-CFA) model to check the construct validity of the scale after modifying the component and found Chi Square = 220.734, df = 165, P = 0.002, Chi Square/df = 1.338, GFI = 0.913, AGFI = 0.878, CFI = 0.980, (RMR) = 0.018, and RMSEA = 0.040. This indicates that expectation for service, and actual service received, which affect user satisfaction, can create users’ loyalty. This results in the analytical model for the service quality component for Thailand’s e-Tourism provided by the government matching the empirical data
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