IMPROVEMENT OF SERVICE QUALITY FOR INTERNATIONAL CUSTOMERS IN CAMPUS: A CASE STUDY OF SUAN SUNANDHA RAJABHAT UNIVERSITY.

Abstract

In the modern globalization, changing is a constant phenomenon. Service quality of the campus need to be changed and improved. There are more and more international customers coming to use services from the campus of Suan Sunandha Rajaphat University. It is time to upgrade the service quality to achieve the international standard to meet the customers’ expectation. The objectives of this study were to survey and identify the level of satisfaction of service quality as well as to suggest a better way to make a big improvement. In order to obtain the answers for this research, a mixed method of both quantitative and a qualitative research techniques were employed. A total of 200 samples was interviewed by using English survey questionnaire and 20 informants was selected from a pool of regular international customers. These sample group must be international customers who used the campus services regularly. The findings from the sample group revealed that on the average, they were very satisfied with the service quality with the mean of 4.59 and standard deviation of 0.9112. The top three item of services that they were satisfied included food & beverage, information inquiry, and front desk services. However, the top three items of services that needed to be improved included the hi-speed WIFI, location and availability of restroom, and assistance with transportation.