PROCESSES OF MANAGEMENT INFLUENCING THE SUCCESS OF SERVICE QUALITYDEVELOPMENT OF THAI NATIONAL MUSEUMS

Abstract

           This research aimed to study 1) processes of managing the national museums in Thailand and 2) factors that affected the success of their service quality development. This research was based on qualitative and quantitative methods. Participants in the study included 43 national museum staff and 430 randomly selected visitors. Specific interview forms and questionnaires, which r was 0.894, and v was between 0.67-1.00, were used for the data collection. After that, the data was investigated with the statistical software package in order to find out its statistic values which were frequency, percentage, mean, standard deviation, T-test, and F-test.

The result indicated that:

1. The processes of managing the national museums in Thailand hadn’t attracted enough for other sectors to fundraise the proper development of the museums. However, the processes were gradually improved. Reliable and modern exhibitions were the feature with good academic content and technique in order to attract more tourists. At this point, the tourists’ attitude was at a high level (  = 3.75, S.D. = 0.44). As to service quality development of the museums, staff was very important and needed to be more, especially when the museums were bigger, in order to support more responsibilities with all-over and effective services for the highest satisfaction. At this point, the tourists’ attitude was at the highest level (  =4.36, S.D.=0.46).


2. For the factors that affected the success of the development, there was a process to produce better staff with second language workshops provided in order that the staff can provide foreign tourists information about attractions. More than that, the staff was also trained to provide impressive service with smile, gentility, politeness, and local costume for historic tourism. When considering the factors that affected the success of their service quality development, there were 5 managerial service quality factors which were 1) commissions, 2) commands, 3) operations, 4) planning, and 5) control. All of them were statistical significance indifferent at 0.05.