STUDY OF SATISFACTION WITH SERVICE QUALITY OF FINANCIAL AND ACCOUNTING ACADEMICS, FACULTY OF LAW SUAN SUNANDHA RAJABHAT UNIVERSITY

Abstract

This research aims to study the level of satisfaction towards the service quality of the finance and accounting officers, Faculty of Law, Suan Sunandha Rajabhat University. It intends to use the research results as a guideline for developing and improving the performance of staff to be more efficient. This study is a survey research, utilizing a quantitative research methodology. The instrument used for data collection was a questionnaire, administered to a sample group of 15 personnel from Suan Sunandha Rajabhat University. Statistics used for data analysis included Percentage, Mean, and Standard Deviation, to analyze general demographic data and satisfaction levels in 4 aspects: 1) Service or service procedures, 2) Staff or service providers, 3) Facilities, and 4) Service quality. The research findings revealed that overall satisfaction with service quality was at a high level. When considering individual aspects, it was found that the two aspects with the highest satisfaction (at the highest level) were: Service or service procedures (especially providing service on a first-come, first-served basis) and Staff or service providers (especially providing service without demanding compensation and with equality). Following this was the Facilities aspect (high level), where users were satisfied with sufficient equipment and tools, but noted observations regarding the variety of contact channels. The final aspect was Service quality (high level), where service recipients were satisfied with the positive impression and receiving service that met their needs. In conclusion, the research results indicate that the strengths of the service lie in the personnel and the systematic processes. The recommendation from the research is that the service system should be continuously developed and improved, especially by enhancing the efficiency of contact channels to align with current technology and user needs, in order to elevate the service quality to its highest potential.