REVOLUTIONIZING SERVICE QUALITY IN THE AUTOMOTIVE INDUSTRY: A TECHNOLOGICAL APPROACH THROUGH THE LENS OF TECHNOLOGY ACCEPTANCE MODEL AND INNOVATION DIFFUSION
This study explores the paradigm shift in service quality within the automotive industry through a technological lens, leveraging the Technology Acceptance Model (TAM) and Innovation Diffusion concepts. Integrating cutting-edge technologies has reshaped customer experiences and expectations in a rapidly evolving automotive landscape. The Technology Acceptance Model provides insights into user acceptance, emphasizing perceived ease of use and usefulness, while Innovation Diffusion elucidates the dynamics of technology adoption across diverse user segments. This research will uncover the challenges and opportunities of revolutionizing service quality strategies through a comprehensive analysis. This study captures Indonesia's automotive industry as a case study. By applying the TAM and Innovation Diffusion frameworks, the study delineates a roadmap for industry stakeholders seeking to enhance service offerings, ensuring a seamless and user-centric transition to a technologically advanced automotive era. This study found how the spread of technological innovations influences the implementation of service quality strategies across the automotive industry.
Automotive Industry, Innovation Diffusion, Service Quality, Technological Approach, Technology Acceptance Model.