Management Approaches for Enhancing Service Quality under the Smart City Concept: A Case Study of Hua Hin Municipality, Prachuap Khiri Khan Province

Abstract

This mixed-method research aimed to: 1) examine the level of public service quality under the Smart City concept in Hua Hin Municipality, Prachuap Khiri Khan Province; 2) compare opinions toward public service quality based on personal characteristics; 3) investigate Smart City factors affecting public service quality; and 4) propose management approaches for enhancing public service quality under the Smart City concept. The sample consisted of 396 residents aged 18–60 years who had previously used municipal services and 9 key informants. Data were analyzed using percentages, means, standard deviations, one-way analysis of variance (ANOVA), multiple regression analysis, and content analysis. The findings revealed that: 1) overall public service quality and all dimensions were rated at a high level, with assurance and service security receiving the highest mean score, followed by reliability, tangible digital services, empathy, and responsiveness; 2) respondents with different ages, educational levels, and frequencies of municipal service usage showed significantly different opinions toward public service quality; 3) Smart Environment, Smart Living, Smart Governance, and Smart Digital Infrastructure had statistically significant causal relationships with public service quality at the 0.001 level, while Smart People showed a significant relationship at the 0.05 level; and 4) Hua Hin Municipality should improve digital service systems, integrated databases, and personnel capabilities, while reducing service procedures and enhancing accessibility to ensure that all groups of citizens can access public services efficiently and equally under the Smart City concept.