Designing a LINE OA HR bot to support human resources management between company employees and outsourced staff
Main Article Content
Abstract
This study presents a method for Thai international airline contractual workers in the vicinity of the Ubon Ratchathani Airport to get to classes punctually. To effectively train outsourced employees, this research intended to design a LINE Official Account (LINE OA) HR bot as a tool to support human resources management between company employees and outsourced staff. Initially, this study was qualitative, using case studies executed to reveal the problem of missing training courses and what can be accomplished in a practical setting. A cohort of 7 persons was chosen, comprised of key informants including both regular employees and outsourced workers. An individual in-depth interview form was used as a research method, and the case study was created using descriptive analysis of the results. Therefore, a LINE OA HR bot was developed and tested on users for each interviewee position to determine whether or not it could be used to resolve problems at the next step. The results of the research are that the LINE OA HR bot replied swiftly and with accurate, complete, accessible, and comprehensible information. Additionally, it offered a shortcut menu that aided the outsourced staff with other inquiries and an option to seek a personal meeting with the administrator, which improved the effectiveness of cooperation between the companies.
Downloads
Article Details

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
All rights reserved. Apart from citations for the purposes of research, private study, or criticism and review,no part of this publication may be reproduced, stored or transmitted in any other form without prior written permission by the publisher.
References
Accenture. (2018). Chatbots are here to stay: So what are you waiting for? Accenture Digital. https://www.accenture.com/content/dam/accenture/final/accenture-com/document/Accenture-Research-Conversational-AI-Platforms.pdf
Alotaibi, R., Ali, A., Alharthi, H., & Almehamdi, R. (2020). AI chatbot for tourist recommendations: A case study in the city of Jeddah, Saudi Arabia. International Journal of Interactive Mobile Technologies, 14(19), 18–30. https://www.learntechlib.org/p/218406/
Arreza, M. K. B. (2022). The quality of service and user satisfaction of airline chatbots. Journal of Business on Hospitality and Tourism, 8(1), 197–215.
Bazargan, M. (2016). Airline maintenance strategies – in-house vs. outsourced – an optimization approach. Journal of Quality in Maintenance Engineering, 22(2), 114–129.
Brandtzaeg, P. B., & Folstad, A. (2017, November 22–24) Why people use chatbots [Paper presentation]. 2017 International Conference on Internet Science. Thessaloniki, Greece.
Buhalis, D., & Cheng, E. S. Y. (2020). Exploring the use of chatbots in hotels: Technology providers’ perspective. In J. Neidhardt & W. Wörndl (Eds.), Information and Communication Technologies in Tourism (pp. 231–242). Springer.
Crispin, C. C., Vasumathi, A., & Subashini, R. (2016). The role of strategic human resource management (SHRM) impacting employee's performance through perceived organizational support in a manpower agency of international airlines at Chennai International Airport, Tamil Nadu, India-an empirical study. International Journal of Services and Operations Management, 23(2), 217–234.
DeNisi, A. S., & Griffin, R. W. (2005). Human resource management (2nd ed.). Houghton Mifflin Company.
Gartner. (2019). Chatbots will appeal to modern workers. Gartner.com. https://www.gartner.com/smarterwithgartner/chatbots-will-appeal-to-modernworkers/
Gatzioufa, P., & Saprikis, V. (2022). A literature review on users' behavioral intention toward chatbots' adoption. Applied Computing and Informatics. https://www.emerald.com/insight/content/doi/10.1108/ACI-01-2022-0021/full/html
Gazley, A., & Simmonds, H. (2018). When service providers fail: Outsourcing help and consumer attitudes. Journal of Business Strategy, 39(5), 22–30.
Gigi, G., & Gunaseeli, S. (2020). HR recruitment through chatbot—An innovative approach. Journal of Contemporary Issues in Business and Government, 26(2), 564–570.
Giley, K. M., & Rasheed A. (2000). Making more by doing less: An analysis of outsourcing and its effects on firm performance. Journal of Management, 26(4), 763–790.
Greaver, M. F. (1999). Strategic outsourcing: A structured approach to outsourcing decisions and initiatives. Amacom Publications.
Harrison, J. S., Hitt, M. A., Hoskisson, R. E., & Ireland, R. D. (2001). Resource complementarity in business combinations: Extending the logic to organizational alliances. Journal of Management, 27(6), 679–690.
Jiménez-Barreto, J., Rubio, N., & Molinillo, S. (2021). “Find a flight for me, Oscar!” Motivational customer experiences with chatbots. International Journal of Contemporary Hospitality Management, 33(11), 3860–3882.
Kasinathan, V., Abd Wahab, M. H., Idrus, S. Z. S., Mustapha, A., & Yuen, K. Z. (2020). Aira chatbot for travel: A case study of AirAsia. Journal of Physics: Conference Series, 1529(2). https://iopscience.iop.org/article/10.1088/1742-6596/1529/2/022101/pdf
Kim, H., Jung, S., & Ryu, G. (2020). A study on the restaurant recommendation service app based on AI chatbot using personalization information. International Journal of Advanced Culture Technology, 8(4), 263–270.
Kotabe, M., Mol, M. J., Murray, J. Y., & Parente, R. (2012). Outsourcing and its implications for market success: Negative curvilinearity, firm resources, and competition. Journal of the Academy of Marketing Science, 40, 329–346.
Leung, X. Y., & Wen, H. (2020). Chatbot usage in restaurant takeout orders: A comparison study of three ordering methods. Journal of Hospitality and Tourism Management, 45, 377–386.
Majumder, S., & Mondal, A. (2021). Are chatbots really useful for human resource management? International Journal of Speech Technology, 24, 969–977.
McTear, M. (2018, March 7–9). Conversational modelling for chatbots: Current approaches and future directions [Paper presentation]. 29th Conference on Electronic Speech Signal. Ulm, Germany.
Mohan, R. (2019). The Chatbot revolution and the Indian HR Professionals. International Journal of Information and Computing Science, 6, 489–499.
Morrow Jr, J. L., Sirmon, D. G., Hitt, M. A., & Holcomb, T. R. (2007). Creating value in the face of declining performance: Firm strategies and organizational recovery. Strategic Management Journal, 28(3), 271–283.
Petersen, K. J., Handfield, R. B., & Ragatz, G. L. (2005). Supplier integration into new product development: Coordinating product, process and supply chain design. Journal of operations management, 23(3–4), 371–388.
Pillai, R., & Sivathanu, B. (2020). Adoption of AI-based chatbots for hospitality and tourism. International Journal of Contemporary Hospitality Management, 32(10), 3199–3226.
Polat, G., & Korkmaz, M. (2018). Outsourcing in aviation: Contracts and current situation. E-Journal of Law, 4(2), 119–149.
Polnak, S., Watthanabut, B., Saudom, P., & Ngamsilstian, A. (2020). Working satisfaction of staffs in Thai Vietjet Airway. Journal of Local Governance and Innovation, 4(3), 171–182.
Quinn, J. B., & Hilmer, F. G. (1994). Strategic outsourcing. Sloan Management Review, 35(4), 43–55.
Rieple, A., & Helm, C. (2008). Outsourcing for competitive advantage: An examination of seven legacy airlines. Journal of Air Transport Management, 14(5), 280–285.
Stake, R. E. (1988). Seeking sweet water: Case study methods education research. In R. M. Jaeger (Ed.), Complementary methods for research in education (pp. 253–300). American Educational Research Association.
Taule, T., Følstad, A., & Fostervold, K. I. (2021). How can a chatbot support human resource management? Exploring the operational interplay. In A. Følstad, T. Araujo, S. Papadopoulos, E. L-C. Law, E. Luger, M. Goodwin, & P. B. Brandtzaeg (Eds.), Chatbot research and design (CONVERSATIONS 2021) (pp. 73–89). Springer. https://doi.org/10.1007/978-3-030-94890-0_5
Trang, N. T. T. (2019). Poor ground service agent attitude at Vietjet aviation joint stock company. University of Economics Ho Chi Minh City, ISB (International School of Business).
Trapero, H., Ilao, J., & Lacaza, R. (2020, November 16–19). An integrated theory for chatbot use in air travel: Questionnaire development and validation [Paper presentation]. 2020 IEEE Region 10 Conference (TENCON) 2020. Osaka, Japan.
Um, T., Kim, T., & Chung, N. (2020). How does an intelligence chatbot affect customers compared with self-service technology for sustainable services? Sustainability, 12(12), Article 5119.
Venusamy, K., Krishnan, Rajagopal, N., & Yousoof, M. (2020, December 3–5). A study of human resources development through chatbots using artificial intelligence [Paper presentation]. 3rd International Conference on Intelligent Sustainable Systems (ICISS). Thoothukudi, India.
Vrontis, D., Christofi, M., Pereira, V., Tarba, S., Makrides, A., & Trichina, E. (2021). Artificial intelligence, robotics, advanced technologies, and human resource management: A systematic review. International Journal of Human Resource Management, 33(6), 1237–1266. https://doi.org/10.1080/09585192.2020.1871398
Wattanacharoensil, W., & Yoopetch, C. (2012). Thailand's human resource competencies in airline service quality: Voices from the airline industry. Journal of Human Resources in Hospitality & Tourism, 11(4), 280–302.
Wilton, N. (2016). An introduction to human resource management (3rd ed.). Sage Publications.
Wirtz, J., Heracleous, L., & Pangarkar, N. (2008). Managing human resources for service excellence and cost-effectiveness at Singapore Airlines. Managing Service Quality: An International Journal, 18(1), 4–19.
Yin, R. K. (2003). Case study research: Design and methods (3rd ed). Sage Publications.
Yoon, J., & Yu, H. (2022). Impact of customer experience on attitude and utilization intention of a restaurant-menu curation chatbot service. Journal of Hospitality and Tourism Technology, 13(3), 527–541.