The Influence of Service Quality of the Office of Academic Promotion and Registration on the Satisfaction of University Students Thailand (65837)

Session Information: Higher Education
Session Chair: Omphemetse Sibanda

Friday, January 6, 2023 (11:20)
Session: Session 2
Room: 321B
Presentation Type:Oral Presentation

All presentation times are UTC-10 (Pacific/Honolulu)

The research aimed 1) to study the level of service quality of the Office of Academic Promotion and Registration and the level of student satisfaction. And 2) to study the influence of personal traits and service quality of the Office of Academic Promotion and Registration that affect the happiness of university students. The population was 15,519 Ubon Ratchathani University students in Thailand, and the sample was 400 students from the Business School. Liberal Arts Faculty, Science Faculty, and Engineering Faculty. The research instrument was a questionnaire with a confidence coefficient of 0.95. The statistics used in the research were frequency, percentage, mean, standard deviation, and multiple regression analysis. The results showed that the service quality level was moderate. Ranked were tangibility, assurance, reliability, responsiveness to service receivers, and empathy. Student satisfaction was average. Ranked were characteristics of service, administration, registration, and technology. The age, students' faculty, and service quality had a statistically significant effect on student satisfaction. Moreover, the Ranked effect size was responsiveness to student needs, student faculty, tangibility, reliability, age, assurance, and empathy. Furthermore, student traits and service quality could explain the variance in student satisfaction. They accounted for 63.4 % at a high level. Therefore, Ubon Ratchathani University should continuously improve the quality of the Office of Academic Promotion and Registration services in all aspects, especially in responsiveness and tangibility. Reduce differences between faculty and age to provide students satisfaction in services, convenience, speed, accuracy, and modern technology for increasing students' happiness in higher education.

Authors:
Pichyada Pheunpha, Ubon Ratchathani University, Thailand


About the Presenter(s)
Professor Pichyada Pheunpha is a University Assistant Professor/Lecturer at Ubon Ratchathani University in Thailand

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Posted by Clive Staples Lewis

Last updated: 2023-02-23 23:45:00