FLOWER BUSINESS: CEREMONIAL FLOWER ARRANGEMENT SERVICE A CASE STUDY: ELIZABETH FLORIST, THA WANG SUB - DISTRICT MUANG DISTRICT NAKHON, SI THAMMARAT PROVINCE THAILAND

Abstract

             The objectives of this research article were: 1) to study the operation of ceremonial flower arrangement service; A case study: Elizabeth Florist, Tha Wang Sub–district, Muang District, Nakhon Si Thammarat Province, 2) to study problems of ceremonial flower arrangement service, and 3) to study the guidelines for career promotion in ceremonial flower arrangement service. The study was qualitative research by focused on data document and specific sampling interview. The data selected from the owners and supporter of ceremonial flower arrangement service. The sample was divided into 2 groups, 1) owners 2) supporters of ceremonial flower arrangement service. The sample was 10 persons. All of the sample have well known about ceremonial flower arrangement service and run this business more than 5 years. The data was analyzed and summarized to cast an overview. The research found that: 1) Processing of ceremonial flower arrangement service consisted with 4 steps 1.1) be service mind, polite, submissive and answering customer questions, 1.2) be punctual on service for the contract, 1.3) provide services to customers at all levels equally, and 1.4) the preparation of the shop should cover all aspects. 2) The problems of ceremonial flower arrangement service found 3 problems: 2.1) production: low quality materials and high prices for some seasons, 2.2) highly competitive marketing and underbidding, and 2.3) public relations to reach customers. 3) The 3 guidelines for career promotion of ceremonial flower arrangement service: 3.1) exhibition of products and service in festivals, 3.2) public relations on online media network, and 3.3) product and service promotion for driving sale.