PERCEIVED QUALITY OF PUBLIC RELATIONS SERVICE FOR STUDENTS IN RAJAMANGALA UNIVERSITY OF TECHNOLOGY RATTANAKOSIN WANG KLAI KANGWON CAMPUS
Abstract
The purpose of this research were; to study factors affecting customer satisfaction
of Public Relations service for students of 4 faculty (Hospitality and Tourism Industry,
Industry and Technology, Business Administration, Engineering) in Rajamangala University
of Technology Rattanakosin Wang Klai Kangwon Campus and to evaluate the satisfaction
of public relations service for student in Rajamangala University of Technology
Rattanakosin Wang Klai Kangwon Campus and to create the comparison index of
customer satisfaction on public relations services for students in Rajamangala University
of Technology Rattanakosin Wang Klai Kangwon Campus. Conceptual framework was
based on American Customer Satisfaction Index model (ACSI).
Stratified random sampling technique was applied to select 402 students of 4 faculty
in Rajamangala University of Technology Rattanakosin Wang Klai Kangwon Campus to
answer self-reported questi onnai res. Data were analyzed by bivariate analysis and
regression analysis.
Research findings revealed that factors affecting customer satisfaction of Public
Relations service for students of 4 faculty were customer expectations, perceived
quality, perceived value, customer satisfaction, customer voice, customer loyalty, and
customer expectations would be the first factor in positive affecting to perceive
quality statistically significant both direct and indirect impacts on perceived value of
service is worthiness had statistically significant direct impacts and indirect impacts
through customer voice on customer loyalty.