Smile Taxis: An Activity-Based Model to Enchance Service Mind for Taxi Drivers in Bangkok

Abstract

This research aimed to analyze the service problems of taxi drivers in Bangkok, to develop activities to enhance the service mind of taxi drivers in Bangkok, and to change the service model of taxi drivers to become a smiling taxi in Bangkok. This research was a participatory action research using the workshop activity tools, consisting of AIC and Workshop, with 10 participants who were stakeholders. The results were presented using the storytelling technique.
The research results found that 1) The service problems of taxi drivers found that there were 5 main issues from taxi service users: rejecting passengers, showing inappropriate behavior, reckless and frightening driving, not using a fare meter, and using an abnormal fare meter. 2) To enhance the service mind of taxi drivers, a workshop activity was used, consisting of providing knowledge on respecting the law, providing professional service, and controlling one's emotions. The operation was then carried out by providing services to the public for 10 days, with monitoring and measuring satisfaction via QR CODE from taxi service recipients. 3) The service model of the smiling taxi has changed, with complaints about the service behavior of the smiling taxi reduced by 80 percent. All smiling taxi drivers are more proud and see the value of their career as taxi drivers. The satisfaction of using the service that the passengers evaluated while receiving the service from the 10 Smile Taxis was at a very satisfactory level, with an average score of 3.51. There was also a Smile Taxis network that organized activities to set up a discussion group every Saturday and set up a LINE group for taxi drivers to update the current situation of taxis.