Service Users' Perspectives, Motivations and Expectations of Inmates as Service Providers through Collaborative Communication Space for Reintegration into Society

Abstract

The objectives of this research were to (1) study the perspectives of service users' satisfaction through service marketing mix factors (7Ps), compare satisfaction levels based on personal factors, explore users’ perspectives toward the inmates. Additionally, it aims to (2) study motivations and expectations of the inmates, compare motivation and expectation based on personal factors, explore general opinions of inmates as service providers at “Cook & Coff at Bang Kwang” restaurant, which serves as the context through a collaborative communication space for reintegration into society. This study employed a quantitative research approach. Data were collected from 385 service users and 67 inmates. A validated questionnaire was used as the instrument. Descriptive statistics used in data analysis included, percentages, frequencies, means, and standard deviations, while inferential statistics included t-tests and F-tests. The results showed that:

(1) Most service users know the shop from recommendations by friends and social media. The majority acknowledged that the restaurant has been functioned as a vocational training site for inmates. Key reasons for visiting included the pleasant atmosphere, supporting and encouraging inmates, and wishing to offer them a good chance. The most common time of visiting was between 11:01 AM and 1:00 PM, with average spending per visit ranging between 301–600 baht. Most visitors came with friends or family members. The most influential person in choosing food was the users themself. Overall, users were highly satisfied with all aspects of the service marketing mix factors (7Ps). The highest satisfaction level was the “People” element. The hypotheses testing showed that the gender, occupation, and income did not result in significant differences in satisfaction levels. However, education level and age factors showed significant differences in all aspects except the distribution. Service users expressed positive perspectives toward inmates as service providers, indicating a willingness to give inmates a good chance and confidence that the public would accept them due to their training and vocational experience. The direct interaction with the inmates left a positive impression.

(2) Inmates as service providers exhibited high levels of work motivation. The internal motivation was higher than the external motivation. The main internal motivators were: the desire for self-improvement, opportunities to learn new skills and experiences, and a sense of self-worth. For external motivators were income, receiving compliments and encouragement from service users. The inmates had high expectations in all dimensions after releasing, the highest was the safety and security, and the acceptance from others. The hypotheses testing showed that the inmates’ personal factors did not significantly affect their motivation and expectations, except those inmates of different age groups had different expectations in terms of love and social belonging. Inmates expressed a desire to use the vocational skills acquired during their sentence to start their own business and to contribute positively for themselves and their families after releasing.