CHINESE STUDENTS’ PERCEIVED SERVICE QUALITY TOWARDS THAI HIGHER EDUCATION INSTITUTES

Abstract

This research aims to provide the imperative information of international students’ perception on service quality towards Thai higher education institution and to compare the service quality between private and public universities. The population in this study is the Chinese students who are studying in higher education level in Thailand. The sample size in this study is 243 Chinese students who are studying in higher education institution in Thailand. They have been selected by using purposive sampling. The instrument of collecting data is questionnaire with reliability value (Cronbach’s Alpha) equals to 0.933. The finding shows that providing accurate information (β=0.339, p<0.1), course facilitation (β=0.480, p<0.1) have positive impact on satisfaction whereas administrative facilitation (β=0.432, p<0.1) has negative impact on satisfaction. The quality of public university should be improved and considered because the perception on service quality of international students in private university is significantly better than public university in (1) provided accuracy information, (2) fulfilling commitments to students, (3) error-free record on documentations and (4) tailored the advice to students, (5) willingness to provide academic assistance, (6) recommendation to their friends to study in Thailand, (7) recommendation to their friends to study in their current university.