Background and Aims: In the current era, businesses face rapid changes in both economic conditions and consumer behavior. Developing quality of service has become a crucial factor in creating competitive advantages, particularly in the furniture industry, which must adapt to meet diverse customer expectations. This research aims (1) to study service delivery problems in the furniture business by conducting in-depth interviews with branch managers and sales staff, and (2) to propose guidelines for improving service quality to enhance service efficiency among sales personnel in the furniture business. Methodology: This study is a qualitative case study research that utilizes purposive sampling based on the approach of Patton (2002). The sample consists of 1 store manager, 5 sales staff, and 15 customers, selected based on clear criteria to ensure reliability. The data collection tools include semi-structured interviews and behavioral observations, aiming to obtain in-depth insights and comprehensive perspectives from all relevant stakeholders. Results: ABC Company's service operations in the furniture business in Pathum Thani still face challenges such as delayed deliveries, insufficient product knowledge among sales staff, and ineffective communication with customers. Recommended improvements include adopting technology such as a CRM system, providing employee training, and expanding communication channels like Live Chat or a Call Center. Additionally, developing a performance evaluation system and implementing employee motivation programs can help enhance service quality in the long term. Conclusion: ABC Company's service operations face challenges such as delayed deliveries, insufficient product knowledge among sales staff, and ineffective communication with customers. The proposed solutions include implementing technology for better management, training employees, and expanding communication channels to enhance service quality and customer satisfaction.
Sudprasert et al. (Wed,) studied this question.