คุณภาพการให้บริการของสำนักบริการวิชาการ มหาวิทยาลัยเชียงใหม่

Abstract

The purposes of this study, entitled “Service Quality of University Academic Service Center, Chiang Mai University,” were 1) to assess the level of understanding of service quality of Chiang Mai University Academic Service Center’s Customers; 2) to analyze factors that relate to the understanding of service quality; and 3) to identify ways to improve service quality overall. Data were collected through questionnaires administered to 384 customers at Chiang Mai University Academic Service Center. Overall results of the study were summarized as the service quality of Chiang Mai University Academic Service Center was rated at high level. The result of service quality’s dimensions of reliability, Assurance, Responsiveness and Empathy were in high level, while the dimension of tangibles was only in the fairly high level. Results found respondents’ views about the quality of service were very favorable; factors such as gender were not associated with understanding of service quality of Chiang Mai University Academic Service Center, While other factors such as age, education, and occupation were associated with understanding of service quality of Chiang Mai University Academic Service Center . Therefore, this information will be the basic factors to understand the causes of dissatisfaction of customers and will help to analyze strategy according to the need of customers and will be able to increase the qualification of service in the near future.

Customers suggested that the Chiang Mai University Academic Service Center should have more ease of making reservations, recommendations which include developing an online reservation program, preparing facilities more promptly for use, providing more parking by expanding the space in front of our new building, and adding additional services, such as an airport shuttle.