GUIDELINES FOR IMPROVING QUALITY OF STUDENT SERVICES IN EDUCATIONAL ADMINISTRATION PROGRAM, GRADUATE SCHOOL, SUAN SUNANDHA RAJABHAT UNIVERSITY, BANGKOK, THAILAND

Abstract

The aim of this study is to investigate the guidelines for developing student service quality and their impact on the service quality of the Educational Administration Program at the Graduate School of Suan Sunandha Rajabhat University. Specifically, the study aims to examine the level of student satisfaction and identify guidelines for improving the quality of student services in the field of Educational Administration at the graduate school of Suan Sunandha Rajabhat University. The population used in the study were 50 students in the Master of Education program (2-year program) in the academic year 2022. The questionnaire was used as a tool for data collection. The data were analyzed by computer program using percentage, mean and deviation statistics. The study's findings showed that the majority of respondents were female (87.8 percent) with ages ranging between 31 and 40 years (58 percent), held a Bachelor's degree (82 percent), and worked as government teachers (94 percent). Regarding the level of satisfaction with service quality in the Educational Administration program at the Graduate School of Suan Sunandha Rajabhat University, the results indicated that the respondents had the highest level of satisfaction. The analytical findings of the study are presented as follows. Regarding the physical appearance analysis results, the service personnel's suitability of dress, personality, and behavior (dressed politely) received an average score of 4.70. Additionally, the staff's knowledge and ability to provide services, such as answering questions, clarifying queries, and giving advice, were rated very well, with an average score of 4.72, indicating the highest level of satisfaction. In terms of the analysis of receiving services, the average score was 4.67. The respondents rated seeking advice in various fields particularly high, with an average score of 4.72. The analysis of satisfaction with the service process/procedure revealed an average score of 4.76 for clarity in explaining and introducing procedures for providing services. Furthermore, the analysis of satisfaction with the results of the service indicated that the overall satisfaction received from the branch's services had an average score of 4.76. Notably, the personal information of respondents, such as gender, age, education level, and job line, did not significantly affect the satisfaction level of students. Based on the questionnaire, recommendations for good and impressive services were provided.