EFFECTIVENESS OF COMPLAINT MANAGEMENT TO ENHANCE UNIVERSITY IMAGE.
All students of Suan Sunandha Rajabhat University by law and by policy have a right to complaint and appeal their cases if they have been treated unfairly or in the difficult situation due to the policy or administration management in Campus. In modern world, the formal complaints, which required an individual to show their real identity, was very low, whereas, the informal complaints often pop up on social media. University image also depended on the way the university handle the complaints. It is imperative for university management to set up a team to improve the image of the university and handle complaints effectively, especially with speed, accuracy, and how to repair the good university image. The aims of this study were to investigate the students’ opinion on the process of complaints, to compare students’ opinion according to gender, age, years of education, and department, and to ensure the awareness of the similar complaints to all staff. The population were all students of Suan Sunandha Rajabhat University. The sample, by using Taro Yamane method was calculate but due to limited resources, the sample was about 200 persons. The quantitative method was employed with the use of Likert-Five-Scales questionnaire. The findings from with study revealed that the majority of respondents had a high trust that the university would hear their case fairly if they filed the formal complaints. However, the burden of prove, in the beginning, belonged to the students and this made it hard for students to reveal their identity and submit the proof of evidence. The university, however, was required to respond to all cases with speed, accuracy, and equity. The process should be done case by case. In terms of informal complaints, the university may also respond case by case to provide mainly the correct information about the situation, but not aim to debate online.