SATISFACTION AND ORGANIZATIONAL IMAGE IN THE PERCEPTION OF SERVICE QUALITY

Abstract

The objectives of this research are 1) to study the significance level of service quality perception, satisfaction, organizational image, and success of Thai higher education institutions, and 2) to examine satisfaction and organizational image as mediating variables in the perception of service quality leading to the success of Thai higher education institutions. The sample group consists of 300 students from Thai higher education institutions. The instrument used is a questionnaire. Data were analyzed using frequency distribution, percentage, mean, standard deviation, and structural equation modeling analysis. The results of the study found that respondents have a high level of agreement in terms of service quality perception, perceived value from teaching and learning, satisfaction with the private higher education institution they are currently attending, and willingness to provide information to others about the private higher education institution they are currently attending, across all aspects. The structural equation model analysis revealed that perceived value from teaching and learning and perceived service quality have a direct positive influence on satisfaction. Furthermore, satisfaction has a direct positive influence on the willingness to provide information to others. Additionally, perceived service quality and perceived value from teaching and learning indirectly positively influence the willingness to provide information to others through satisfaction.