Key Success Factors Affecting the Consumer Protection Performance of Districts Health Personnel, Buri Ram Province

Abstract

Background: The success factors influencing operational effectiveness in consumer protection
surveillance and risk management require officers' professional expertise, skills, and collaborative
networks for various activities. These outcomes can be applied to develop strategic planning,
address challenges, and enhance consumer protection operations performed by public health
officials in Buri Ram Province.
Objectives: This Study aimed to analyse the problems, obstacles, and recommendations
regarding consumer protection operations of public health officials. It also investigated
the levels of success factors and consumer protection performance of public health officials,
as well as the influencing of key success factors on consumer protection performance of
public health personnel in Buri Ram Province.
Methods: This study employed a mixed-methods research design, integrating both
quantitative and qualitative approaches to enhance the credibility and depth of the findings.
Data collection was conducted from December 2024 to February 2025. The study population
comprised 92 consumer protection officers from district hospitals and public health offices.

The research instruments included questionnaires and in-depth interviews conducted
through focus group discussions. Statistical analyses employed frequency, percentage,
mean, standard deviation, minimum and maximum values, t-test, One-way ANOVA (F-test),
Pearson's correlation coefficient, and stepwise multiple regression analysis. The significance
level is 0.05. Qualitative data were analyzed using content analysis.
Results: (1) The study identified seven operational challenges in consumer protection,
including personnel, budget, equipment, management, time, information technology,
and morale. Recommendations include knowledge development through social media
and staff morale enhancement. (2) Personal factors revealed that most officers were
female (52.17%), aged 30-40 years (36.95%), married (64.13%), held bachelor's degrees
(68.48%), Average income is 45,926.43 baht, and worked as pharmacists (43.48%) with
10.8 years average experience. (3) Both success factors and performance levels were high.
(4) Personal factors, including training (t=3.36, p=0.005) and awards (t=2.35, p=0.021),
significantly affected consumer protection performance among public health officers in
Buri Ram Province. (5) The success factor of enhancing service image predicted 24.3%
of performance variance (R²=0.243, p<0.001).
Conclusions: The study concluded that factors such as continuous training, appropriate
recognition, and a positive image of service facilities were crucial for enhancing consumer
protection operations. Addressing resource limitations and fostering collaborative networks
were identified as key areas for improvement. These findings can inform policy development
and strategic planning to optimize consumer protection efforts in Buri Ram and similar
contexts.