A Contextual and Work-Based Language Practice Instructional Model Development to Enhance English-Speaking Skills for Effective Customer Service Among Thai Vocational Students

Henry Yuh Anchunda; Suparada Anchunda; Wareerat Kaewurai; Pakorn Prajanban; Taweesak Sawangmek

doi:10.66947/pasaa.v74i1.1709

Authors

Henry Yuh Anchunda -Faculty of Education, Naresuan University
Suparada Anchunda
Wareerat Kaewurai
Pakorn Prajanban
Taweesak Sawangmek

DOI:

https://doi.org/10.66947/pasaa.v74i1.1709

Keywords:

instructional model, Contextual learning approach, language practice in work-based settings, English-speaking skills, customer service.

Abstract

Thai vocational students often have limited English-speaking competence in customer service roles, including restricted vocabulary, pronunciation difficulties, low confidence, and weak communication skills, affecting employability in hospitality and tourism. This study aimed to analyze English-speaking needs, develop and evaluate a contextual and workbased instructional model, implement its effectiveness, and examine the implementation process. An exploratory sequential mixed-methods design was used with 50 hotel management students in a Thai vocational college. Data were collected through interviews, surveys, expert evaluations, speaking tests, and satisfaction and perception instruments, and analyzed using descriptive statistics, percentages, and content analysis. Findings showed high speaking difficulties and low confidence due to limited linguistic and pragmatic competence, alongside strong
demand for contextual, practice-based learning and interactive strategies such as role-plays and simulations. A highly appropriate instructional model (x̅ = 4.94, SD = 0.04) was developed with five components and a four-step instructional process emphasizing authentic workplace tasks and reflective practice. After implementation, students exceeded the performance criterion (83.42%) and reported very high satisfaction (x̅ = 4.97, SD = 0.04), indicating improved workplace communication competence and positive perceptions of the model.

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