Needs Assessment of English Communication Skills Used by Shop Assistants, Food Sellers, and Service Providers in Muengthongthani

Abstract

          The objectives of the research were to (1) assess the needs of English communication skills used by shop assistants, food sellers, and service providers in Muengthongthani [City of Gold], (2) study the extent to which the respondents use the needed skills with foreign customers, and (3) identify their interest in contents and activities needed for practice in communicating with foreign customers. It was expected that the obtained information could be used for academic service programs to be initiated by the university in the vicinity. The researchers used a questionnaire and a set of interview questions with 100 voluntary persons--shop assistants, food sellers, and service providers in Muengthongthani. Frequency and percentages were used to analyze the obtained data. The findings pointed to: (1) the respondents needed language functions of greeting, problem solving in transactions/services, asking and giving discount, bargaining, accepting and refusing transaction/services, giving directions, and recommending/suggesting dishes/restaurants, changed coupon and accommodation; (2) they ranked the most needed skills as listening, speaking, followed by reading; (3) they were interested in training in class rather than actual communication situations. They preferred a training course once a week, especially during holidays.

 Keywords: Shop assistants, food sellers, service providers, foreign customers, service users