Developing of Service Quality Models in the Music Festival Business in Thailand
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Abstract
This research aims to: 1) study the current situation and factors affecting service quality, 2) develop a model for enhancing service quality, and 3) propose guidelines for applying the model in the music festival business in Thailand. This study employs a mixed-methods approach, collecting quantitative data from 400 music festival attendees through online questionnaires and qualitative data from in-depth interviews with 15 entrepreneurs and experts in the music festival business. Data were analyzed using descriptive statistics, exploratory factor analysis, and content analysis. The findings indicate that the current level of service quality is moderate, with significant gaps in time management, accessibility to the venue, and facility management. Factors affecting service quality include: 1) Reliability, 2) Responsiveness, 3) Tangibility, 4) Assurance, and 5) Empathy. Based on the findings, a service quality enhancement model called "MUSIC Plus+" was developed, consisting of six components: 1) Mindful Planning, 2) User-Centric Design, 3) Safety First, 4) Innovative Technology, 5) Continuous Improvement, and 6) Enhanced Experience. Expert testing of the model indicated that it is suitable and feasible for implementation. The research concludes that enhancing service quality in the music festival business must consider planning, user experience design, safety, technology use, and continuous development. It is recommended that entrepreneurs apply the MUSIC Plus+ model through staff training, process improvement, and stakeholder collaboration. This will help increase attendee satisfaction, create competitive advantages, and promote sustainable growth in Thailand's music festival industry.
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