Comparison Study of Applying AHP in Two Methods: Chinese Students' Opinions of Importance Level of Thai Universities' Services

Abstract

By taking analyzing students' opinion of the importance levels of different services in Thai universities as the case study, this research compared Analytical Hierarchy Process (AHP) applied to analyzing data from interviews and questionnaires respectively, and discussed the advantages and shortcomings of each method. The results of the research indicate that there are differences in the two methods, and the one that combines AHP with content analysis is better in this study. Furthermore, in Chinese students' opinion, Empathy is the most important aspect of the services Thailand's public universities services, while the least are Tangibility and Reliability.