The Relationship between Service Quality and Student Loyalty to Public Universities in the Northeast Region of Thailand

Abstract

The purposes of this study were: (1) to study students’ expectations and perceptions of services provided by public universities in north-eastern Thailand. (2) to compare students’ expectations and perceptions of services provided by public universities in north-eastern Thailand. (3) to study the relationship between perceptions of service quality and loyalty of students to public universities in north-eastern Thailand. The populations were 60,834 undergraduate students in public universities in north-eastern Thailand. The samples were 402 undergraduate students chosen by two-stage cluster sampling and probability sampling. An analysis has been completed by using Statistical Package for the Social Sciences (SPSS) to obtain various statistics such as frequency, percentage, mean, standard deviation (S.D.), Pearson correlation coefficient, and t-test.

            The results were: (1)The students’ expectations and perceptions of services provided by public universities in north-eastern Thailand were at the ‘the most satisfied’ level. (2) The comparison between students’ expectations and perceptions of services provided by public universities in north-eastern Thailand was not different. (3) The relationship between perceptions of service quality and loyalty of students to public university in north-eastern Thailand was related in a ‘high’ level statistical significant different at 0.01 level.