Guideline for Service Quality Development of NRRU-Ethics in Nakhon Ratchasima Rajabhat University

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Rujira Rikharom


This research objectives aim to study and synthesize the perception of service quality, and determine operational guidelines of service quality for NRRU-Ethics, Nakhon Ratchasima Rajabhat University. The 36 users of Human Research Ethics Services, Nakhon Ratchasima Rajabhat University, who were active in January 2016 to October 2017, were selected to be the target group by a purposive sampling. The qualitative research used document analysis methods by considering the main points, which were afterwards divided into sub-issues and sub-topics. The quantitative data were collected from 36 returned questionnaires and analyzed with descriptive statistics, namely means and standard deviation. The research results found that the recognition is the outcome of the experience gained from serving. The service quality is service operation to meet the needs and expectations, bringing about the customers’ impression admiration and loyalty. As a result, the user perceived quality of service and the overall high quality of service. As a result, the guidance for improving the service quality are (1) humanity treatment with great reliability and progressive improvement, (2) acting on an object with the implementation of a clear standard, clarity and prompt access, (3) acting on the human mind with identity or making the organization to remain in the memory, exposure and understanding leading to the decision to continue using the service, and 4) acting on the information with attention and delivering service interaction by using a variety of communication channels, and modern technology.


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Rikharom, R. (2019). Guideline for Service Quality Development of NRRU-Ethics in Nakhon Ratchasima Rajabhat University. Journal of Humanities and Social Sciences Suratthani Rajabhat University, 11(2), 165–188. Retrieved from
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