Improving Service Quality with ThaiD Application of Den Chai District Administrative Office, Phrae

Abstract

This study aimed to 1) assess the quality of registration and identification card services provided by the Den Chai District Office in Phrae Province. 2) analyze the problems and obstacles associated with the use of the ThaiD application in delivering registration and identification card services at the Den Chai District Office and 3) propose recommendations for improving service quality through the ThaiD application. The study employed a mixed -methods research approach.

            The research findings revealed that 1) the quality of registration and identification card services provided by the Den Chai District Office was rated as "good" across all dimensions, including service delivery, personnel, technology, and responsiveness to citizens' needs. 2) the primary challenges in using the ThaiD application included a lack of understanding and digital literacy among certain groups of the population especially the elderly and people living in remote areas—who were unfamiliar with technology and, therefore, unable to use the application independently. In addition, the promotion and dissemination of information regarding the ThaiD application were found to be insufficient. Many citizens were unaware of the application's features or had not received systematic guidance on how to use it. And 3) several key strategies were identified for enhancing service quality through the ThaiD application, including. (1) continuously providing training and education to the public on how to use the application. (2) expanding public relations efforts through multiple communication channels. (3) developing the ThaiD application to support multiple languages, improving user interface accessibility, and accommodating users with physical limitations. (4) strengthening the digital competencies of personnel.  (5) increasing data system integration with external agencies to enable the ThaiD application to connect seamlessly with services provided by other governmental organizations. These efforts aim to elevate public service delivery to meet the standards of a true "digital government."