ความคาดหวังและการรับรู้ของนักศึกษาต่อคุณภาพบริการของ ศูนย์บรรณสารและสื่อการศึกษา มหาวิทยาลัยแม่ฟ้าหลวง

Abstract

This independent study aimed at analyzingundergraduate student’s expectation and perception of service quality in learning resources and educational media center, Mae FahLuang University. Service quality was compared by considering the gap between expectation and perception of service quality. Data of this survey research were collected by using questionnaires. The samples used in this study were 368 undergraduate students year 2-4 of Mae FahLuang University, majoring in Thai in a normal program, enrolled in the second semester 2013. Samples were selected by stratified sampling. The data were collected by using descriptive statistics: frequency, percentage, mean, and standard deviation. The result of the study found that undergraduate students of Mae FahLuang University had the highest expectations towards service quality in the factor of library as a source for research, information control, and feelings toward services, respectively. Considering each item, it was revealed that students had the highest expectations towards ambience and atmosphere for study, group study place, and source for study and research respectively. In terms of total services, it was shown that students perceived service quality according to the mean as follows: library as the source for research, information control, and feelings towards services respectively. Moreover, when considering each item, it was found that students had the highest perceptions towards group study place, source of study and research, and approachable and attractive center respectively, which all items were factors about library as a source of research. The comparison of service quality by taking consideration on the gap between expectation and perception dividing the factors revealed that the gap between expectations and perceptions of every factor were negative. Factors with the most gaps were feelings toward service, information control, and library as a source of research. When considering each item, it was found that the gaps with most negative values were confidence of service of staff which was being provided to the customers, staff professionalism, and the politeness of staff respectively. In contrast, the gaps with the least negative values were approachability and attractiveness of the location of the center, Learning Resources and Educational Media Center as a source for study and research, and group study place provided, respectively.