GUIDELINES FOR DEVELOPING SERVICES FOR THE ELDERLY IN PONG DAENG SUBDISTRICT ADMINISTRATIVE ORGANIZATION, KHAM THALE SO DISTRICT, NAKHON RATCHASIMA PROVINCE

Abstract

This research aimed to examine the perceptions of elderly people regarding the quality of services provided by the Pong Daeng Subdistrict Administrative Organization, Kham Thale So District, Nakhon Ratchasima Province, and to explore future guidelines for improving service quality for the elderly using the SERVQUAL model as the analytical framework. The study employed a mixed-methods approach. Quantitative data were collected through questionnaires distributed to 303 elderly participants, while qualitative data were obtained through in-depth interviews with key informants, including government officials and academics. The findings revealed that the elderly reported a high overall level of service quality provided by the Pong Daeng Subdistrict Administrative Organization (= 4.40). Among the SERVQUAL dimensions, empathy received the highest mean score (= 4.43), followed by tangible aspects of the service (= 4.42), responsiveness (= 4.41), assurance (= 4.39), and reliability (= 4.35). Regarding future guidelines for improving service quality for the elderly, the study suggests that physical facilities should be improved by providing sufficiently wide walkways and seating areas for rest. In terms of reliability and assurance, services should emphasize professionalism, speed, accuracy, courtesy, and high service standards. Furthermore, to enhance responsiveness and empathy, diverse service channels should be developed to better accommodate the needs of the elderly.