Enhancing Customer Service Quality in the Digital Era through Sangahavatthu 4

Abstract

This article aims to analyze and propose guidelines for enhancing customer service quality in the digital era by applying the Buddhist principle of Sangahavatthu 4: generosity (Dana), kind speech (Piyavaca), beneficial conduct (Atthacariya), and impartiality (Samanattata). Sangahavatthu  4 emphasizes building stable relationships and harmonious coexistence. When integrated with global service quality frameworks, such as SERVQUAL (Parasuraman et al., 1988), these principles demonstrate strong compatibility and complementarity.

The analytical findings reveal that Dana reflects value-added services, such as providing information and privileges; Piyavaca manifests in positive and respectful digital communication; Atthacariya highlights concrete problem-solving supported by appropriate technologies; and Samanattata ensures equality and consistent standards for all customers. Applying Sangahavatthu  4 enhances service quality in terms of efficiency, transparency, trust, and sustainability. The article suggests that organizations should adopt Sangahavatthu  4 as a guiding framework for designing services and cultivating organizational culture to improve customer experiences in the digital age. Further empirical studies are recommended to evaluate the practical outcomes of applying these principles across diverse service industries.