Satisfaction with the Service Quality of the Registration and Records Office, Nakhon Phanom University Based on the SERVQUAL Model
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Abstract
This study aimed to (1) examine the service quality of the Registration and Student Records Office for undergraduate students at Nakhon Phanom University, (2) assess student satisfaction, and (3) analyze the influence of service quality dimensions based on the SERVQUAL model on student satisfaction. A quantitative research design was employed. Data were collected questionnaires from 389 undergraduate students selected through multi-stage random sampling. The instrument demonstrated high reliability (Cronbach’s alpha = 0.95). Data were analyzed using descriptive statistics, one-way ANOVA, and multiple regression analysis.
The findings revealed that (1) overall service quality was rated at a high level ( = 4.04), with tangibles receiving the highest score and responsiveness the lowest; (2) overall student satisfaction was also high (
= 3.59), with the service environment rated highest, while service speed was the lowest and at a moderate level; and (3) empathy, tangibles, and responsiveness significantly influenced student satisfaction, jointly explaining 56.5% of the variance (R² = 0.565).
The results highlight that enhancing empathy and responsiveness in service delivery is critical for improving student satisfaction and institutional image.
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