ประสิทธิผลของกระบวนการให้ข้อมูลผู้ใช้บริการสวนสัตว์เชียงใหม่

Abstract

The objectives of this study were 1) to study the process of providing information through the customers of Chiang Mai Zoo 2) to evaluate the effectiveness of providing information to the customers of Chiang Mai Zoo 3) to suggest the ways to provide information services to the customers of Chiang Mai Zoo. This study was a qualitative research by using questionnaires. The data were collected from 40 officials of Chiang Mai Zoo and 400 customers of Chiang Mai Zoo. The statistics used in this study was percentage. The results of the study were summarized as below. Process of providing information through customers of Chiang Mai Zoo was in a high level. When considering in each part, the process of providing information through customers of Chiang Mai Zoo was in a highest level. Secondly, the communication and perception of the officials were in the same score as a moderate to high level. About the effectiveness information providing process to the customers, most customers were satisfied with the services in overview at a high level. When considering in each part, the study found that most customers were satisfied with the information services provided by the officials at a highest level. Moreover, they were satisfied with the information services provided by the transportation services drivers and the media/publication, respectively.

Forms of information services to customers of Chiang Mai Zoo were shown as below. 1. To provide information about buying tickets for visitors in Chiang Mai Zoo. 1.1 Installing the label of price tickets in front of the zoo. 1.2 The officials distributed brochures with more details for visitors at the front entrance of the zoo. 2. Submission and potential development. 2.1 There was the potential development of the technical presentation to the transportation services drivers. 2.2 There was shipping all activities information of the zoo to the transportation services drivers regularly. 3. Giving information by technology and adding more channels to provide information. 3.1 There were providing the brochure service spots inside the zoo such as panda exhibit spot, the seals show spot, and other animals showcase of talents spots. 3.2 There was the use of applications to help with data services such as QR Code. 4. Effective Communication. 4.1 There was using Social Media System to assist in data communication such as Line. 4.2 There was installing more internal audio throughout the zoo to both officials and customers feeling comfort and satisfaction. 4.3 There was managing the stage for presentation about the discovery of new information to the officials in Chiang Mai Zoo. The results suggested that there should be providing the details about buying tickets such as installing more labels of price tickets, managing the officials to distribute brochures with more details at the front entrance of the zoo, increasing the brochure services spots, developing the model of information service by the use of applications to help with data service, arranging the stage for presentation about the discovery of new information to the officials, and developing the efficiency of presentation and interpretation for the transportation services drivers.