PERCEPTIONS OF STUDENTS ON ONE STOP SERVICES

Abstract

Perception of service is the ability to understand and notice service easily and it is as important as the real services. In fact, campus service needs to provide a high standard of services to all customers. Service quality is one of the most valuable factors. One stop service was designed in order for customers to visit and finish their tasks at one location immediately with high standard quality of service. Therefore, in order to measure the level of satisfaction in the perception of service quality, it is vital to use the famous SERVQUAL model which have five important dimensions: reliability assurance, tangible, empathy, and responsiveness. The objectives of this research study were to survey the level of perception from students who use one stop service at Suan Sunandha Rajabhat University in five important dimensions as well as to offer some suggestions to improve the perception of the standard service quality of the one stop service in campus. This research used a mix research method of both quantitative and qualitative research. A total of 100 students and 100 non-students who came for services at the one stop service at the second quarter of the year 2018 was interviewed with questionnaire and data collection was conducted to gain their experiences. About five students and five non-students who often came for the service at the one stop service was chosen to participate an in-depth interview to provide more detailed information. Statistical analysis was performed by utilizing SPSS and Excel program. Percentage, mean, and standard deviation were used for statistical data analysis and findings. The findings of this study revealed that the majority of students and non-students reported that they had good perception on two dimensions of responsiveness and reliability, while many students and non-students had best perception on tangibles, empathy and assurance. Moreover, perception of service occurs in five stages: stimulation, organization, interpretation-evaluation, memory, and recall. It found that both students and non-students think the stage of interpretation-evaluation was the most important stage.