The Influence of Service Quality of an Academic Promotion and Registration Office on Student Satisfaction at a Thai University


The research had two aims: 1) to study the service quality of the Academic Promotion and Registration Office (APRO) and student satisfaction levels at a Thai university and 2) to study the influence of personal traits and APRO service quality that affected the happiness of university students. The population was 15,519 Ubon Ratchathani University students in Thailand, and the sample was a total of 400 students from the Business School, Liberal Arts Faculty, Science Faculty and Engineering Faculty. The research instrument was a questionnaire with a confidence coefficient of 0.95. The statistics used in the research were frequency, percentage, mean, standard deviation and multiple regression analysis. The results demonstrated that the service quality level was high. The top-ranked service qualities were assurance, reliability, responsiveness, empathy, and tangible. Student satisfaction was at an high level, with the top-ranked characteristics of service being administration, registration and technology. The age, faculty, and service quality had a statistically significant effect on student satisfaction. Moreover, the top-ranked effect sizes were responsiveness to student needs, student faculty, tangibility, reliability, age, assurance and empathy. Furthermore, student traits and service quality accounted for 63% of the variance in student satisfaction. Therefore, it was recommended that the Ubon Ratchathani University should continuously improve the quality of the APRO services in all aspects, especially in the areas of responsiveness and tangibility. Furthermore, it needs to reduce the differences between faculty and age to increase student satisfaction in its services, especially its convenience, speed, accuracy and use of modern technology.

Author Information
Pichyada Pheunpha, Ubon Ratchathani University, Thailand

Paper Information
Conference: IICE2023
Stream: Higher education

This paper is part of the IICE2023 Conference Proceedings (View)
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To cite this article:
Pheunpha P. (2023) The Influence of Service Quality of an Academic Promotion and Registration Office on Student Satisfaction at a Thai University ISSN: 2189-1036 – The IAFOR International Conference on Education – Hawaii 2023 Official Conference Proceedings
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Posted by James Alexander Gordon