The Effect of Patterned Behavior, Modern Organizational Management, and Service Quality (SERVQUAL) on the Operational Performance of Elderly Care Centers in Bangkok
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Abstract
This study aimed to analyzing the causal effects of employees planned behavior and modern organizational management on the operational performance of elderly care centers, with service quality based on the SERVQUAL model serving as a mediating variable. The quantitative sample consisted of 400 personnel working in elderly care centers in Bangkok. The research instrument was a five-point Likert scale questionnaire. Quantitative data were analyzed using descriptive statistics, inferential statistics, and path analysis, while qualitative data were analyzed through thematic content analysis and triangulation. The findings revealed that employees planned behavior was at a high level, whereas modern organizational management, service quality, and operational performance were at low levels. Among the SERVQUAL dimensions, tangibles received the lowest mean score. The causal analysis indicated that employees planned behavior (β = 0.621) and modern organizational management (β = 0.397) exerted significant positive effects on service quality, jointly explaining 80.30% of its variance (R² = .803). Furthermore, service quality had the strongest direct effect on operational performance (β = 0.487) and functioned as a mediating variable. Employees planned behavior demonstrated a fully mediated indirect effect on operational performance through service quality. The qualitative findings further identified several critical structural constraints, including inadequate physical facilities, limitations in the human resource management system, and increased workloads associated with digital systems, all of which adversely affected service quality and operational performance.
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