Strategies for upgrading public service in line with the criteria of service standards for the Government Easy Contact Center (GECC), Doi Lo District Office, Chiang Mai Province

Abstract

This study employed a qualitative research methodology, utilizing in-depth interviews with key informants, including executives and personnel from the Doi Lo District Office, as well as provincial-level officers responsible for coordinating strategic area development plans. The primary objective of the research was to analyze internal factors—both strengths and weaknesses—as well as external environmental factors—opportunities and threats—that influence the implementation of initiatives aimed at enhancing public service standards in accordance with the Government Easy Contact Center (GECC) evaluation criteria during the 2024 fiscal year. Additionally, the study sought to propose strategic approaches that the Doi Lo District Office, Chiang Mai Province, could adopt as a framework for successfully achieving GECC certification in the future. The findings indicated that all seven dimensions of internal conditions constitute strengths that support
the enhancement of public service standards under the GECC framework. With regard to external environmental factors, the political and technological systems were identified as opportunities, whereas the economic and social systems were recognized as obstacles to the advancement of service standard development. The study proposes the following strategic recommendations: (1) Proactive Strategy: Prioritize the enhancement of public services through the integration of technology and ensure consistent performance evaluation. (2) Defensive Strategy: Emphasize prudent budget planning and expenditure management, including the pursuit of external funding sources where appropriate. (3) Corrective Strategy: Capitalize on training programs to improve digital and technological competencies, and apply insights derived from lessons learned to refine operational practices. (4) Preventive Strategy: Foster collaboration with public and private sector organizations to develop human resources and improve service delivery systems.