English Communication Development in the Services Sector for SMEs in Nakhon Si Thammarat

Abstract

          This study aims to explore the need for English language use among SME entrepreneurs, develop an English language guide, compare the effectiveness of English communication before and after its development, and assess the satisfaction of SME entrepreneurs with enhanced English communication for service purposes. The sample comprised 20 SME entrepreneurs in the restaurant and beverage sector from Khanom, Sichon, and Thasala Districts. Research tools included a group interview, pre-and post-tests on English communication development, an English communication guide for service, and a satisfaction survey. Data analysis utilized percentage, mean standard deviation, and t-test.

          The findings revealed that SME entrepreneurs require development in English communication for services such as welcoming, order taking, payment processing, giving directions, handling complaints, and customer farewells. Post-development test scores were significantly higher than    pre-development scores at the .05 level of statistical significance. Additionally, SME entrepreneurs reported high satisfaction with the English communication development for service, with an average satisfaction score of 4.23. The results indicate that the English service guide effectively enhances the English communication skills of SME entrepreneurs in the restaurant and beverage sector.