ความคาดหวังและความพึงพอใจของลูกค้าต่อการบริการธุรกิจวิชาการของมหาวิทยาลัยราชภัฏสวนดุสิต

Abstract

Abstract

This research was aimed to study and compare the customersû expectation levels of and satisfactionlevels with academic business services of Suan Dusit Rajabhat University. The comparisons were based uponthe customerûs gender, age, occupation, and income. The survey research method was conducted with the sampleof 400 customers who came to use the academic business services of Suan Dusit Rajabhat University. Theemployed data collecting instrument was a 5-scale rating questionnaire. Statistics employed for data analysiswere the frequency, percentage, mean, standard deviation, t-test, one-way ANOVA, and Scheffflûs method formatched pair comparison.

Research findings showed that (1) the customersû overall expectation of and satisfaction with theservices of the Multi-Purpose Building Project (Suan Dusit Place Hotel) were at the high level; when eachmarketing mix factor was considered, it was found that the factor of price received the top rating mean,followed by the factors of employeeûs service, products and services, and place respectively; and (2) the customersûoverall expectation of the services of the Fitness Center Project was at the high level; when each marketing mixfactor was considered, it was found that the factor of price received the top rating mean, followed by thefactors of products and services, employeeûs service, and place respectively; as for the customersû overallsatisfaction with academic business services, it was found that their overall satisfaction was at the high level;when each marketing mix factor was considered, it was found that the factor of price received the top ratingmean, followed by the factors of employeeûs service, products and services, and place respectively.

Hypothesis testing results indicated that Suan Dusit Place Hotel customers with different genders, ages,occupations, monthly incomes, and service usages did not significantly differ in their expectation levels; whilecustomers with different genders, ages, occupations, monthly incomes, and service usages differed significantlyat the .05 level in their satisfaction levels with the services. As for customers of the Fitness Center Project,those with different genders, ages, occupations, and service usages did not differ significantly in theirexpectation levels; while significant difference at the .05 level was found in the expectation levels of customerswith different monthly incomes; on the other hand, customers with different genders, ages, occupations, monthlyincomes, and service usages did not differ significantly in their satisfaction levels.

Keywords: Expectation, Satisfaction, Clients, Academic Business Service