A STUDY ON CHINESE BUSINESS COMMUNICATION AFFECTING SHOPPING BEHAVIOR OF CHINESE TOURISTS AT SIAM PARAGON DEPARTMENT STORE

Abstract

The thesis is focused on three items (1) to study skillful of the Chinese business communication of the entrepreneurs and their staffs to communicate with their Chinese customers. (2) To analyze the Chinese business communication obstacle and the problem of the sellers (3) To Study on Chinese business communication affecting to consumer behavior of the Chinese tourists at Siam Paragon Department store. The result of this research indicates that the entrepreneurs have a good level of Chinese languages skillful and try to develop extremely their staffs’ abilities too. The benefit of this Chinese skillful development shows the good improvement of the staffs. On the other hand, the knowledge of Chinese languages of the staffs in this department store is not strong enough. So this problem causes the obstacle communication between the staffs and the Chinese customers Nevertheless, the frequent time to use Chinese business communication between them is not too high because the lack of Chinese languages skillful. Nevertheless the researcher found that the entrepreneurs, the staffs and the Chinese tourists need to achieve the most Chinese communication usage. The entrepreneurs and their staffs must develop themselves to speak Chinese business languages as much as possible However the obstacle of languages is not impacted so much to consumer behavior of the Chinese tourists and can be acceptable. One of the Chinese customer satisfactions is that Thailand has a good basic infrastructure in many aspects that can compensate the language barrier.