SERVICE QUALITY IMPROVEMENT GUIDELINES FOR PHRANAKORN SI AYUTTHAYA POST OFFICE

Abstract

This research article intended: 1. To study the problem's behavior and degree of service quality and 2. to study the ways to enhance the service quality of the Phra Nakhon Si Ayutthaya Post Office services. The methodology was mixed research methods. The instrument used in quantitative research was a questionnaire. The sample group consisted of 340 Phra Nakhon Si Ayutthaya Post Office users. In data analysis, the following statistics were employed: frequency, percentage, mean, and standard deviation (SD). The F-test was used to test the hypothesis. For qualitative research, data were collected by in-depth-interviewing 9 key informants and analyzed data by content descriptive interpretation.

The results were found as follows:  1.  Phra Nakhon Si Ayutthaya Post Office displayed excellent service behavior at a high average level. When considering each aspect in descending order, Empathy was at the highest level, and Tangibles was at the lowest. 2. Guidelines for enhancing the Phra Nakhon Si Ayutthaya Post Office's service quality should include setting up staff to arrange parking space for customers, arranging a noticeboard in a prominent location with instructions on the steps to utilize the service, service consumers using sequential cue cards, staffs were knowledgeable and comprehend postal services, respond promptly to questions and provide customers with honest advice, and provide sufficient staff to serve the customer to maximize the satisfaction of customers consistently.