THE EXPECTATIONS AND SATISFACTION OF ENTREPRENEURS REGARDING THE MANDARIN COMMUNICATION SKILLS OF THE PERSONNEL IN THAI BUSINESS SECTOR
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Abstract
The purposes of this research were to study the expectations, satisfaction, and comparison of expectations and satisfaction of entrepreneurs in the Thai business sector towards personnel with Mandarin communication skills, as well as to propose guidelines for developing personnel with Mandarin communication skills according to the expectations of entrepreneurs in the Thai business sectors. The sample consisted of 143 entrepreneurs in 3 business sectors, including the manufacturing sector, the service sector, and the retail/wholesale sector. The general data of the respondents was analyzed using descriptive statistics, including percentage, mean, standard deviation, and influence size.
The results showed that most of the respondents were aged between 21 and 30 years old, had a bachelor’s degree, and were operational-level employees, officers, or senior staff, with 0-3 years’ experience. They worked for private companies in the service sector. The average number of employees in all organizations is 1,576. The average number of Chinese-speaking personnel in the organization is 100. The most important factor in recruiting personnel with Mandarin communication skills is work experience. Customer service representatives are the most in demand. In terms of attitude, respondents had the highest expectations and satisfaction, followed by skills, and finally knowledge. When expectations and satisfaction were compared with reference to employees who possessed Chinese language communication abilities, the results showed that the attitude element had the highest discrepancy between them. The development guidelines for personnel with Chinese language communication skills, based on employers’ expectations, can be summarized as follows: specialized Chinese language training courses; prepare a Chinese manual; a Chinese language club; a study tour project abroad; additional Business Chinese content, especially the technical terms; as well as emphasizes in internship programs allowing learners to gain experience in translating and interpreting skills. Other skills proposed include Chinese communication skills, digital skills, data analysis skills, and basic office program skills. Moreover, there should be development of self-assurance, a growth mindset, and a positive attitude toward work and Chinese clients.
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