Satisfaction of Service Recipients Towards the Audio-Visual Service Quality of Mahasarakham Business School, Mahasarakham University, Thailand

Abstract

The objectives of this research were: 1) To study the level of satisfaction with audio-visual equipment services; 2) To study the level of service quality of audio-visual equipment services; and 3) To compare the quality of services based on the demographic characteristics of the service recipients, including differences in age, gender, education level, and status. The data were collected from 531 service users through a questionnaire. The statistics used for data analysis included Percentage, Mean, Standard Deviation, and F-test (ANOVA). The findings were as follows: Most service users were female, aged between 21 - 30 years, with the highest education level being upper secondary school or a vocational certificate, and were undergraduate students. The service users’ satisfaction with the audio-visual services was at a high level overall. When considered by aspect, two dimensions were rated at the highest level: Service personnel and facilities, while two dimensions were rated at a high level: Service processes/procedures and service channels. Overall, the service users’ opinions on the quality of audio-visual services showed a very high level of satisfaction. Considering each aspect, all dimensions were rated at the highest level, ranked from highest to lowest as follows: Service reliability, service attentiveness, service responsiveness, and service tangibility. Service users with different ages, education levels, and statuses had significantly different opinions on the overall quality of audio-visual services. However, gender showed no significant difference in opinions on service quality.