Thai Higher Education Reforms: Role of SERVQUAL in Enhancing Competitiveness Investigation of One University – Support Services as a Significant Factor in Student Satisfaction

Thai higher education pressures: Decreased government funding -Increased student numbers -Fee rises -Higher staff: student ratios -Overstretched services -Increased competition among universities. The Thai government's higher education reforms.

Higher Education institutions and University - An increase in Thai higher education institutions has led to domestic competition -Competition amongst institutions is being introduced as a policy strategy

Research design In order to investigate the impact of the these changes on student support services this study undertook a survey of 400 students at one Thai university. Concerning expectations and perception of Students The survey tested for seven dimensions of quality.

Research question How have these factors impacted on the quality of support services in higher education in Thailand?

The areas of supporting service - Library services -Health and medical care services -Dormitory services -Student club services -General information centre services -computer services -Sports club services -Parking lot services -Telecommunication services. -bookshop services -support and assistance services from lecturers and university staff.

Seven Dimensions of University Service Quality 1. Reliability The ability to perform a promised service dependably and accurately. 2. Responsiveness A willingness to help students and provide support service. 3. Assurance Students’ confidence in the dedication and professionalism of staff and teachers. 4. Empathy The caring, individual attention the system provides its students. 5. Tangibles The physical facilities, equipment, and appearance of staff/lecturers. 6. Environment Campus well-maintained and quiet, with ample space for study, atmosphere, relaxation and socializing. 7. Affordability Ability or willingness of students to pay more for improved services.

Results The results show that dissatisfaction on all seven dimensions. Dissatisfaction levels were highest on the first and second dimensions ‘responsiveness’ and ‘assurance’. Students felt that university responses to their problems were too slow, and they did not have confidence in the expertise of their lecturers.

Student Dissatisfaction Levels by the Seven Dimensions of SERVQUAL Higher Dissatisfacti on ↓ Lower Dissatisfacti on Order of Satisfaction and Dissatisfacti on Dimension Degree level of total mean of E. Degree level of total mean of P. P-E S, DS t Value Sig Level 1Responsiveness DS Assurance DS Environment DS Reliability DS Empathy DS Tangibles DS Affordability DS

Positive Word of Mouth Communication Dedication Reputation Competitive Advantage Satisfaction Dissatisfaction Service Quality Service Improvement Research implications: Building from Satisfaction

Using services Academic Standards Services Academic Standards Services Quality Support Services Quality Support Services 1. Reliability 5. Tangibles 4. Empathy 3. Assurance 6. Environment 7. Affordability Perception of Services SERVQUAL (P-E) Satisfaction/ Dissatisfaction Expectation of Services SERVQUAL MODEL Expert opinionWord of mouth Personal needPast experienceFormal Communication 2.Responsiveness

Thank you

Expected Service Perceived Service Service Delivery Service Quality Specification Management Perception of Customer Expectations External Communications to Customers Customer Marketer Gap 5 Gap 2 Gap 3 Gap 1 Gap 4 Management Perception of Customer Expectation Past Experience Word of MouthPersonal Need Conceptual Model of Service Quality of this Study The SERVQUAL instrument developed by Parasuraman

Thai Higher Education Education Reform Increased student access to Higher Education Quality Assurance Conceptual Framework University Self-management, Autonomy, flexibility Thai Autonomous University Academic Standards Services Quality Support Services Service Quality Competitiveness Goal