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Quality of Work Life and Service Behavior of Sales Staff:
A Case Study of A Department Store in Bangkok Noi District, Bangkok
* **
Nittda Ekkananuwong and Sirikorn Kanjanasuntorn

143


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*

; E-mail: nittda.e@gmail.com
; E-mail: fsocptk@ku.ac.th

**

[96]



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Abstract
The objectives of this research were to study personal characteristics and quality of work life of
sales staff which effect their service quality. The data had been collected, by using questionnaire and indepth interview, from 143 sale staffs in a department store located in Bangkok Noi district, Bangkok.
Descriptive statistics, such as frequency, percentage, mean, and standard deviation, were used to analyze
the data. In addition, Chi-square coefficient correlation, with statistical significant of .05, was applied in
order to find the relations between independent variable and dependent variables. Finally, the
information from the interview was analyzed and interpreted by content analysis method. The finding of
this study showed that this group of sale staffs had high level of service quality in 5 dimensions;
Tangibles, Reliability, Responsiveness, Assurance, and Empathy. However, their average score of quality of
work life in all 8 dimensions was merely average level. According to the result in finding relation between
variables, genders and age groups effected quality of the service, with the statistical significance of .05
and .01 respectively Moreover, "Opportunity for Continued Growth and Security", "Opportunity for
Developing and Using Human Capacity", and "Employee Rights" were strongly related to the service
quality with the statistical significance of .001. According to the information from the interview, the entire
sale staffs seemed to have high level of quality of work life and all 5 dimensions of service quality. In
other words, most of the staffs acted strictly to their rolls which had been written by the company.
Although most of the result from the interview was consistent with the result from the questionnaires,
there were a few results that opposed the results from questionnaires. These subjects were about the
opportunity for continued growth and security and empathy of the sale staffs. The suggestion for sale
staffs was to comply strictly with the policies adopted from the company such as setting their own daily
tasks, understanding their roll, and changing attitude toward their work. While suggestion for departments
store manager was to focus on controlling the amount of dust in the store to be lower than dangerous
level and they should prepare guidebook or any other more suitable documents for sale staff which they
can easily access to it if they need some advices.
Keyword: Sale Staff, Sevice Behavior, Quality of Work Life

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. 2557. (Online). http://www.centralretail.com.,
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- . Bearden, W. and et al. 2001. Marketing: Principle and
Perspectives. Boston: McGraw-Hill/Irwin.
Walton, Richard. E. 1973. Quality of Working Life: What is it ?. Sloan Management Review. 15: 12-16.
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