THE SERVICE QUALITY OF BAKERY AND CAKES IN CAMPUS OF SUAN SUNANDHA RAJABHAT UNIVERSITY.

Abstract

The service quality is vital to the success of modern world business. The bakery and cakes in campus of Suan Sunandha Rajabhat University also focus on the improvement of service quality to their customers, mostly were students, staff, and faculty members. The service quality improvement was based on the SERQUAL model which included five service quality dimensions: assurance, responsiveness, tangible, reliability, and empathy. The purposes of this study were to identify what service quality dimension were significant and most important from the perspective of who were regular customers and why? In order to search for the answers for this research, a mixed method of both quantitative and a qualitative research techniques were utilized. A total of 200 samples was interviewed by using survey questionnaire and 15 informants was selected from a variety of departments and organizations. The findings revealed that the majority of customers were satisfied with the overall service quality of bakery and cakes in campus with a mean of 4.48 and standard deviation of 0.897 In addition, all five service quality dimensions were important and necessary for success of bakery and cakes in campus. However, the “Responsiveness” was selected as the first and foremost service quality dimensions. In fact, not only the service quality was the key of success, the taste and reputation also important factors to draw both old and new customers to patronage bakery and cakes in campus