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.