THE IMPORTANCE-PERFORMANCE ANALYSIS OF SERVICE QUALITY IN ADMINISTRATIVE DEPARTMENTS OF PRIVATE UNIVERSITIES IN THAILAND

Abstract

Service quality is one of key success factors that lead an organization to success in this era of privatization. To be a service leader is vežy important in all industries, including education. It is vežy critical that private universities offer quality services to students. The competition among educational institutions in both the state andprivate sector in Thailand is intense. Therefore, improving the service quality in private universities is one ofthe strategies to increase their sustainable competitive advantage. In this paper, a modified Importance-Performance Analysis (IPA) model was constructed on the basis ofcomparingperceivedperformance and the importance ofeach service attribute ofthefive dimensions of the SERVQUAL model.