CUSTOMER’S SATISFACTION ON FACEBOOK FANPAGE OF PERSONNEL DIVISION SUAN SUNANDHA RAJABHAT UNIVERSITY

Abstract

This study investigates the use of social media, specifically Facebook, as a communication tool for the Personnel Division at Suan Sunandha Rajabhat University (SSRU). The aim was to assess user satisfaction and identify effective strategies for improving communication via social media platforms such as the website and Facebook page. As technology evolves, the accessibility of social networks has transformed how organizations communicate with their audience. The widespread use of social media has created new opportunities for organizations to engage with the public, share information, and enhance visibility. This research explores the effectiveness of Facebook as a communication channel and examines the preferences and satisfaction levels of users. The research objectives were twofold: first, to assess the satisfaction of users interacting with the Personnel Division’s Facebook page; second, to determine the appropriate usage patterns for enhancing user satisfaction. The study was conducted between November and December 2024, using a survey to collect data from individuals who used the division’s social media platforms. Findings revealed that the majority of users had a positive perception of the information shared, with over 80% expressing a clear understanding of the posts. However, there were some gaps in user awareness about the Personnel Division’s website, as many users relied primarily on Facebook for information. In terms of satisfaction, users showed strong approval of the Facebook page's accessibility and timely notifications. The study suggests improvements in both content presentation and user interaction to align with user needs. The research provides valuable insights for improving communication strategies and ensuring that information dissemination via social media is more effective and user-friendly. These findings can be applied to enhance the performance of the Personnel Division in delivering information and services to its audience.