Guidelines for using public relations media for service development in Blueport Shopping Mall Hua Hin District, Prachuap Khiri Khan Province

Abstract

This research aims to study: (1) the use of public relations media at Bluport Shopping Mall, Prachuap Khiri Khan Province, (2) customer and visitor satisfaction with the use of public relations media in service development at Bluport Shopping Mall, and (3) guidelines for using public relations media to improve service development at Bluport Shopping Mall, Hua Hin, Prachuap Khiri Khan Province. This is a quantitative research study. The population comprises individuals who visit Bluport Shopping Mall. A sample of 100 participants was selected, and data were collected using an online questionnaire via Google Forms. The data were analyzed using frequency, percentage, mean, and standard deviation. The results revealed that: 1) Bluport Shopping Mall uses a variety of public relations media, such as in-mall announcements, promotional posters, digital displays on LED screens, and social media. These media effectively disseminate information, promotions, and events to customers. However, some customers suggested improvements regarding clarity and the strategic placement of media in high-traffic areas. 2)Customer satisfaction with the use of public relations media for service development was rated at a high level, particularly regarding content clarity, engaging formats, and the modernity of the media. Nevertheless, there was a demand for more real-time communication channels, such as mobile app notifications or SMS alerts. 3) Recommended guidelines for improving service through public relations media include: media encouraging customers to visit the mall, clear and easy-to-understand content, accessible communication channels such as social media, websites, and signage; influence of media on purchase decisions; increased brand recognition from exposure to the media; and the credibility of the media contributing to customer confidence in the mall’s services.