Service Factors for Quality of Service Excellence, Case Study of Provincial Labour Office Nakhonsawan

Abstract

This research is a mixed method study of quantitative and qualitative research. The objectives were to 1) study the personal data of service users of the Nakhon Sawan Provincial Labor Office on service factors, 2) study the relationship of service factors to service quality towards excellence, and 3) present guidelines for improving service quality towards excellence of the Nakhon Sawan Provincial Labor Office in order to seek appropriate approach to meet the service recipients’ demand in the most effective way. Data were collected through the distributed questionnaires among 400 service recipients. The acquired data were analyzed with statistical application of Frequency, Percentage, Mean, and Standard Deviation. The set hypothesis was tested using Pearson Correlation to analyze the correlation between variables with interviewing 10 of services providers.

The findings suggest that most samples were females, 25-34 years old, married, with Secondary Educational level, making livelihoods by being farmers/contractors and earning incomes not exceeding 10,000 baht. The outcomes from service factors indicated overall results were at the highest level. Majority of samples agreed that service recipients’ firm confidence on service received was the most significance item, followed by making acquaintance with the service recipients and understanding their needs. These were items that earned as equal scores as responding to the service recipients’ demands, trust and concrete services, respectively. The hypothesis test result found that all five service areas had affected service quality excellence of Provincial Labour Office at Nakhonsawan Province. The most important factor was the service recipient’s empathy, followed by reliability, responsiveness having similar results as assurance and tangible, respectively. In conclusion, research results present the guidelines for improving quality of service excellence were making acquaintance with the service recipients and understanding their needs with indiscriminate services, followed by trust that service providers capable of provide timely services. As for the response to the need of service recipients, it is the item on reducing performance procedures, having similar results as service recipients’ confidence and trust in service providers’ knowledge and visible office location near other government agencies.