People's Perceptions and Expectations Toward Online Public Services of The Huai Khrai Subdistrict Administrative Organization, Mae Sai District, Chiang Rai Province

Abstract

This research had three objectives: (1) to examine the levels of reality and expectations of the public regarding the use of public services through the online system of the Huai Khrai Subdistrict Administrative Organization, Mae Sai District, Chiang Rai Province; (2) to compare the reality and expectations of the public toward the use of online public services; and (3) to compare the service delivery channels, namely the website, Line Official Account, and Facebook of the Huai Khrai Subdistrict Administrative Organization. A quantitative research method was employed with a sample of 346 respondents. Data were analyzed using percentage, mean, standard deviation, and the Paired Samples t-test.
The findings revealed that: (1) the reality level of online service use was at a moderate level; (2) the expectation level was at the highest level; (3) overall, reality and expectations differed significantly; (4) in terms of service channels, expectations through the website, Line Official Account, and Facebook were higher than the reality experienced, with the Line Official Account showing the greatest mean gap; and (5) both the comparison between reality and expectations, and the comparison across service channels, showed statistically significant differences at the .01 level.