Abstract
There is an attempt of measuring service productivity in order to analyze performance of the service business. Since wedding photography businesses are struggling due to a variety of issues, service productivity has decreased. The purpose of this research is to measure and analyze the service productivity of 15 wedding photography businesses located in Khon Kaen province. In-depth semi-structured interviews were conducted to gather input and output variables over a one-month period from the 15 wedding photography businesses. The collected data were analyzed using Data Envelopment Analysis (DEA) with an input-oriented approach. The productivity measurement of the wedding photography businesses consists of 3 input variables and 2 output variables. The findings indicated that 6 wedding photography businesses were efficient under the CRS model, and 7 were efficient under the VRS model. The guideline from efficient wedding photography businesses is recommended to improve service productivity in the wedding photography business in terms of operations management by using the best practice units as a benchmark for inefficient DMUs. The results of this research are expected to benefit wedding photography businesses operating in similar contexts and contribute to the broader service sector for further study.
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