SERVICE QUALITY IN ADMINISTRATIVE DEPARTMENTS OF PRIVATE UNIVERSITIES IN THAILAND: STRATEGIES AND RECOMMENDATIONS

Abstract

To be a service leader in the educational field, it is necessary for private universities to offer quality services to students. As a continuation ofthe previous paper (Kitcharoen, 2004) on the service quality ofadministrative departments in Thai private universities, this research was aimed at exploring university senior administrators 'opinions about service quality. Sixprivate universities were randomly chosenfrom the population of26 private universities in Thailand. The presidents and vice presidents of these universities were interviewed. The research findings show that according to the university senior administrators, the most important service attribute is "Empathy", while the best performed service attribute is "Tangible ". Although most administrators believed the students are satisfied with the service quality, all ofthem acknowledged the necessity for further improvement.