SERVICE QUALITY OF REGISTRATION SYSTEMS IN EDUCATIONAL INSTITUTIONS AND SERVICE SATISFACTION OF STUDENTS IN THE UPPER SOUTERN REGION

Abstract

The purposes of this study were to compare service quality of registration systems of educational institutions in the upper southern region for students in the vocational certificate level and the higher vocational certificate level, to investigate influencing factors of satisfaction with the services of the registration systems of the educational institutions in the upper southern region for the students in the vocational certificate level and the higher vocational certificate level, and to examine influencing factors of opportunities for repeats in the use of the service of the students in the vocational certificate level and the higher vocational certificate level. This study applied the American Customer Satisfaction Index to its conceptual framework. This quantitative study used questionnaires for data collection. The samples were obtained through a stratified random sampling to include 410 students in the vocational certificate level and the higher vocational certificate level in the upper southern region. The data were analyzed by a bivariate analysis, a regression model, and an ordered probit model. Results revealed that the students in the vocational certificate level demonstrated higher service satisfaction than those of the higher vocational certificate level; the influencing factors of the satisfaction with the services of the registration systems of the students in the vocational certificate level and the higher vocational certificate level in the educational institutions in the upper southern region with statistical significance included expectation, quality perception, value perception, and image; and the influencing factors of opportunities for repeats in the use of the services of the students in the vocational certificate level and the higher vocational certificate level with statistical significance included complaint reporting and loyalty.