GUIDELINES FOR THE DEVELOPMENT OF SERVICE QUALITY OF THE ARTIFICIAL TURF FOOTBALL BUSINESS IN PHNOM PENH: A CASE STUDY OF FOOTBALL FIELDS WESTERN

Abstract

The objectives of this research were 1) to study the opinions of the service users towards the service quality of the artificial turf football field business in Phnom Penh City 2) to propose a guideline for improving the service quality of the artificial turf soccer field business in Phnom Penh City. The population in this research were the people who used the services of artificial turf football fields in Phnom Penh City. The population size was large and uncertain, so the researcher used a calculation method from W.G. Cochran's formula that has a 95% confidence level and a 5% error level to find out the samples which equaled of 384 people, but to prevent mistakes, the researcher defined a sample of 400 people using a convenient sampling method (Convenience Sampling) and a group of 3 key informants by collecting data from the group of key executives of each department in the organization to know the problems in that department. This research was a mixed method research using quantitative research tools, comprising a questionnaire with the Index of Conformity (IOC) from 5 experts equal to .95. The qualitative research used a semi - structured interview.

The results showed that the opinions of those who used the service towards the service quality of the artificial turf football field business in Phnom Penh City, overall, were at a high level. The mean was 4.51 when considering each aspect, sorted in descending order of the mean, i.e. the response to the needs of the service recipient with an average of 4.65, followed by the field physical environment with an average of 4.62, in terms of access to the mind, it had an average of 4.52, in terms of reliability it had an average of 4.51, on trust he mean was 4.44, respectively.

            For guidelines for improving the service quality of the artificial turf football field business Phnom Penh City, which was obtained by collecting data from questionnaires and interviews, can be summarized as follows: The physical environment of the field to provide various facilities into a beautiful proportion and maintenance is available at all times. In response to the needs of service users, there is a provision of services for competitors, including judges, and there is a first aid service point. access to the mind payment and promotion sales to increase public relations channels, promotional activities that are up to date reliability in the performance and behavior of the field staff. There must be monitoring of performance, training, personality development. For ease of access there must be clearly marked directions. For example, the map and the route sign must be consistent for safety in traveling and parking.