Guidelines for Enhancing Service Quality of the Phra Nakhon Si Ayutthaya Provincial Land Office with the Service Standards of the Government Easy Contact Center : GECC

Abstract

This research aimed to: (1) examine the service standards of the Government Easy Contact Center (GECC); (2) study approaches to improving service quality at the Phra Nakhon Si Ayutthaya Provincial Land Office in accordance with GECC standards; and (3) investigate problems and obstacles in developing service quality at the office under the GECC framework. This qualitative study employed documentary research and field research through structured interviews with five key informants. The findings indicate that GECC service standards consist of three criteria: physical, quality, and outcome criteria. The Phra Nakhon Si Ayutthaya Provincial Land Office has developed service quality in accordance with the quality criteria, including: (1) facilities, such as waiting areas, drinking water, restrooms for persons with disabilities, parking spaces for persons with disabilities, wheelchairs, and designated smoking areas; (2) service processes, including a queue management system, up-to-date operational manuals for staff and service manuals for the public, and surveys to collect users’ opinions and service needs; (3) personnel management, including appropriate staff allocation during peak service periods, knowledgeable personnel capable of providing accurate services, problem-solving abilities, and courteous service; and (4) technology, through the adoption of information systems for data management and online service provision. However, challenges remain in improving physical facilities, as the office building is a historic structure and renovations require substantial budget allocations.