Guidelines for Service Quality Development of Nakhon Phanom Municipality Tourism Pier

Abstract

This research aimed to study: 1) the level of service quality; 2) the influence of service quality on user satisfaction levels; and 3) guidelines for developing the service quality of the Nakhon Phanom Municipal Tourism Pier. A mixed-methods approach combining quantitative and qualitative methodologies was employed. Quantitative data were collected from 390 service users via questionnaires, while qualitative data were gathered from 10 key informants through interviews. Quantitative data were analyzed using descriptive statistics and multiple linear regression analysis, whereas qualitative data were analyzed using content analysis. The quantitative results revealed that the overall level of service quality was high. The dimensions with the highest mean scores were responsiveness and empathy (= 3.84), trustworthiness (= 3.82), and tangibles (= 3.63). These findings aligned with qualitative data regarding personnel, facility cleanliness, and information accessibility. Overall user satisfaction was also found to be at a high level. Regression analysis indicated that service quality dimensions—specifically responsiveness and empathy, trustworthiness—had a statistically significant influence on user satisfaction (R² =0.522, accounting for 60.40% of the variance). This was consistent with the qualitative insights, which identified additional contributing factors such as staff politeness, a complaint system, and area cleanliness. The study proposes guidelines for service quality development, emphasizing staff skill enhancement, the establishment of an effective feedback and complaint system, infrastructure improvement (e.g., restrooms, seating, ticket booths, and signage), and the promotion of the pier’s image as a model for safe, convenient, and accessible service for all passenger groups.