Development and Evaluation of Service Communication Processes of Tire and Car Service Center Quick Lane Chiang Mai

Abstract

This article is a mixed research. The purpose are 1)to study and analyze the service communication process of the establishment, 2) to create and develop service communication processes , and 3) to evaluated the service communication process and Factors Affecting Reuse decision. The data was collected  from 8 employees through the in-depth interviews, Focus group and observation form. And collected  from 385 customers through the questionnaires.

            The results of the study from the problem of service communication process according to the Berlo model, found that communication skills and knowledge level is an important problem. There is a framework for the design of the communication process are add the pattern to create recognition, Increase clear and comprehensive service introduction communication, Increase service communication after 30 minutes of service, increase communication to create an impression of service overlap or delay and increase follow-up with a service evaluation form. The output of these research are a participative service communication process 1Process and a service communication process Implementation Manual 1 Volume. The employees evaluated the features of process that complexity and compatibility 7 points out of a full score of 10 points while the relative advantage 9 points. There is an average of 6-9 repeat customers. The owner of the company evaluated the features of process that compatibility 9 points, complexity and relative advantage 8 points. There is an average of 7 repeat. The customers evaluated the features of process that satisfaction with service communication average 4.83, intending to reuse average 4.69. Factors affecting reuse are convenience and time saving 65.20%.