ผลกระทบและการปรับตัวจากการระบาดของโควิด 19 ของคลินิกทันตกรรมในอำเภอเมืองลำปาง

Abstract

This independent study aims to study the impact on the operations and adaptation of dental clinic operators in Lampang District. By analyzing the external environment that affects the business. Analyzed the Strengths, Weaknesses, Opportunities, and Threats of dental clinics. Analyzed the internal environment of a dental clinic using the concept of Business Management and Administration, concept of Critical Success Factors, concept of adaptation in entrepreneurship and analyzed the consistency of all 7 factors, including government and related agencies helping projects during the COVID-19 outbreak. This study collected primary data through in-depth interviews with 10 dental clinic operators in Mueang Lampang District, which were small and medium-sized enterprises and was able to survived during the COVID-19 outbreak and used the data to analyzed and present this study result. The study found that the entrepreneurs had vary business experiences, some had run the business for 2-10 years or more, most of the business sizes were small enterprises. All entrepreneurs had 3 types of registration: limited partnership, limited company and private business. In preparing the business structure there was a clear work plan. Some entrepreneurs had strategies in place depending on the situation. Some didn’t have a clear strategy in place because the limitations in business development. Funds for investing in purchasing materials and managing expenses were limited. Created and applied the program to use within the business system. Most entrepreneurs developed employees' skills by training methods, re-located employees according to workload and allocate customer appointment schedules in accordance with the number of employees each day. Including holding a meeting to talk with employees at the end of every month to build awareness of their duties and responsibilities, to understand the arising problems and how to resolve them. Before the outbreak of COVID-19, there were no factors that greatly affected the business, compared to the period of the COVID-19 outbreak. The external environmental factors that had the greatest impact on dental clinics was the weather. Because the outside temperature was high, it affected the temperature inside the clinic. Therefore, the air conditioner must be turned on at all time, resulting in an increased burden of electricity cost. The internal factors that had the greatest impact on dental clinics were financial and accounting factors. Entrepreneurs had Risk Management in place such as working capital reserve. To prevent the risk of lacking the liquidity in the future or emergency, there was a management for unnecessary purchase expenses. The clinic's Strengths include entrepreneurs and employees had experience and specialized. For the clinic's weaknesses, some entrepreneurs had limited labor and space. As for Opportunities that support clinic operations, such as customers giving word of mouth recommendations. Including helping to publicize through various social media channels. Threats in operating the clinic was competition among dental clinics giving customers too many choices. Important factors that make the clinic successful from the entrepreneur's point of view were the entrepreneur and employees, for example, taking a good care of customers. Including dentists who were skilled and careful in performing dental procedures. During the period after the outbreak of COVID-19, it had affected the impact on Domestic economy in the country, resulting in product shortage. This resulted in expensive products such as face masks. Moreover, customers were strict in terms of spending, if it was not necessary, most would cancel or delay their treatment. Therefore, entrepreneurs had to adapt, namely to prevent the spread of COVID-19, such as checking employees' Antigen Test Kit before work and those who came to receive services regularly. Displayed guidelines for disease prevention in clinic. Emphasize the importance when receiving services regarding the COVID-19 outbreak. Borrowing money to use as a reserve fund for business development to avoid financial liquidity. Making appointments online or by calling instead of coming in to the clinic in person. The entrepreneurs hold a meeting with employees to create an understanding of the impacts during the COVID outbreak in order for the clinic to continue operating. In addition, entrepreneurs needed the government and related agencies to help with the situation. There was comprehensive support the increasing operating costs of businesses, such as increasing of the minimum wage and electricity bill. Extend the period, reduce and exemption taxes. After the outbreak of COVID-19 and the severity had decreased. The business was still in the process of adjustment and maintained the business just to survive. To create projects to help small and medium-sized businesses and municipalities in the area of responsibility should come in to solve problems, improve and develop public utility systems.