GUIDELINES FOR INCREASING THE OPERATIONAL EFFICIENCY OF THE THAI GOVERNMENT LOTTERY OFFICE BY PURCHASING FROM CONSUMERS IN THE BANGKOK METROPOLITAN AREA

Abstract

The purpose of this research is to study the operational optimization guidelines of the Thai Government Lottery Office. It focuses on analyzing buying behavior. Satisfaction and factors influencing the decision to buy government lottery tickets of consumers in the Bangkok metropolitan area. The research uses quantitative research methodology by collecting data from a sample of 400 people through a structured questionnaire and using descriptive statistics and multiple regression analysis to analyze the data.

The results of the research show that most consumers have increased their behavior of buying tickets through online channels, especially through the  "Paotang"  application, which is convenient and reliable. Satisfaction with transparency, convenience, and access to information has a significant positive correlation with purchasing decisions. Service factors such as prize money channels, information provision, and system security. It affects consumer confidence and loyalty.

Strategic recommendations include modernizing the digital system. Increasing communication and public relations channels, including strengthening the corporate image to be transparent and modern. To improve operational efficiency in a sustainable manner and respond appropriately to the needs of consumers in the digital era.