Organizational Image and Satisfaction as the Mediating Role between Perception of Service Quality and Success of Thai Higher Education institutions
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The objectives of this research are 1) to study the significance level of service quality perception, satisfaction, organizational image, and success of Thai higher education institutions, and 2) to examine satisfaction and organizational image as mediating variables in the perception of service quality leading to the success of Thai higher education institutions. The sample group consists of 300 students from Thai higher education institutions. The instrument used is a questionnaire. Data were analyzed using frequency distribution, percentage, mean, standard deviation, and structural equation modeling analysis.
The results of the study found that
- To examine the significance level of perceived service quality, satisfaction, organizational image, and success of Thai higher education institutions. Found that. respondents have a high level of agreement in terms of service quality perception, perceived value from teaching and learning, satisfaction with the private higher education institution they are currently attending, and willingness to provide information to others about the private higher education institution they are currently attending, across all aspects. Perceived service quality (Quality) directly influences on organizational image (Image) with an influence value of 0.474. with a statistical significance of 0.05.
- To investigate satisfaction and organizational image as mediating variables between perceived service quality and the success of Thai higher education institutions. Found that. Perceived service quality (Quality) directly influences on organizational success (Success) with an influence value of 0.190. There is no indirect influence, making the total influence 0.190 with a statistical significance of 0.05. Implications of the Study perceived service quality. Therefore, improvements should be made in managing facilities, equipment, laboratories, and other educational facilities. These should be sufficient and modern, facilitating effective communication between service users and providers. The environment and location of the buildings should be appropriate and safe to enhance the effectiveness of learning and activities.
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