การพัฒนารูปแบบศักยภาพของพนักงานในหน่วยปฏิบัติงานบริการลูกค้าสัมพันธ์ในยุคดิจิทัล

Abstract

The objectives of this research were 1) to study the components of customer service employees’ potential in the digital age, 2) to develop a potential model of customer service employees in the digital age, and 3) to create a potential development manual of customer service employees in the Digital Age. This study integrated the methods of qualitative and quantitative researches. The participants were customer service representatives of customer service operation units of organizations, customers using the services and experiential experts in service business.The research tools were interview questions and questionnaires. The qualitative data were analyzed by using content analysis and the quantitative data were analyzed by using statistics of frequency, mean, percentage, standard deviation, and factor analysis. The results showed that the potential of customer service employees in the Digital Age composed of 70 variables. The developed potential model of the customer service employees in the Digital Age comprised 5 key components with 17 sub-components. The key components were as followed: 1. Organization, 2. Performance operation, 3. Services, 4. Information technology and Innovation, and 5. Employees’ attributes. The manual for potential development of customer service Employees in the Digital Age consisted of 2 parts: Part 1: Introduction and Part2: Guideline for employees’ potential development in customer service operation units in the Digital Age. Both the model and the manual were approved by the experts for the appropriateness in application to develop the employees’ potential in customer service operation units in the Digital Age.