COMMUNICATION FOR PUBLIC SERVICES BY THUNGSONG MUNICIPALITY, NAKHON SI THAMMARAT PROVINCE

Abstract

The objectives of this research were as follows: 1) To study the concepts and 2) To study principles that shaped Thungsong Municipality’s communications with members of the public who came to receive services, and the methods used for communication in the provision of public services. Data were collected using the qualitative research method of in-depth interviews with 30 people directly involved with the subject matter by purposive selection. The results showed that 1) The major guiding principle was that all municipality personnel should provide quality service, always being personable, generous and attentive. The concept was to clearly state the steps involved in every process, and to make those steps proceed quickly, smoothly and correctly so any citizen coming to receive services would be satisfied. Every year the municipality personnel should jointly review all the services to make improvements and develop better capabilities. Communications technology should be used to support citizen services online. 2) Another guiding principle was that the work process should be managed to deliver high quality by reducing the time required for each service, reducing the number of steps involved, and making sure every individual receives the same standard of service. Personnel should use high quality communications to make sure that citizens are impressed every time they receive official services at the municipality or online through the website, social media or on the phone. Personnel should listen to every problem and try to understand it, should be completely willing to provide services and to communicate with the public, and should hasten to find an answer to every question. The municipality has a policy of promoting professionalism and stimulating excellence by recognizing outstanding personnel with awards for good work performance. The public services offered by the municipality include civil registry, tax collection, various kinds of permits, public health services, receiving grievances, waste removal, and welfare for disadvantaged groups.