THE RELATIONSHIP BETWEEN SERVICE QUALITY AND BRAND EQUITY OF MASTER OF BUSINESS ADMINISTRATION PROGRAM (MARKETING)’S OF SCHOOL OF MANAGEMENT SCIENCE, SUKHOTHAI THAMMATHIRAT OPEN UNIVERSITY
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Abstract
The objectives of this research were to study (1) the service quality of the Master of Business Administration Program (Marketing) of School of Management Science, Sukhothai Thammathirat Open University (STOU); (2) the brand equity of the Master of Business Administration Program (Marketing) of School of Management Science, Sukhothai Thammathirat Open University; (3) the relationship between the service quality and the brand equity of the Master of Business Administration Program (Marketing) of School of Management Science, Sukhothai Thammathirat Open University; and (4) the problems and suggestions of master’s degree students and students of the Master of Business Administration Program (Marketing) of School of Management Science, Sukhothai Thammathirat Open University.
The population of this research comprised 185 master’s degree students and students of the Master of Business Administration Program (Marketing) of the School of Management Science, STOU. The research sample consisted of 127 simple randomly selected students.Research data were collected with the use of a questionnaire. Research data were analyzed with descriptive statistics, t-test, and Pearson’s correlation. In addition, this research used interview for 15 master’s degree students and 15 students of the Master of Business Administration Program (Marketing) of the School of Management Science, STOU.
The results indicate that: 1) the overall service quality of the Master of Business Administration Program (Marketing) was not at the satisfaction level (mean = -0.2622 and standard deviation = 0.21928); when specific dimensions of the service, namely, tangibility, reliability, responsiveness, assurance, and empathy were considered, it was found that the service quality of every dimension was also not at the satisfaction level. 2) The brand equity of the Master of Business Administration Program (Marketing) was at the good level (mean =5.00 and standard deviation =1.41). 3) The service quality correlated positively with the brand equity at the moderate level (correlation = 0.566). and (4) The main problems of the Master of Business Administration Program (Marketing) were the marketing data retrieval problem and the late delivery of learning documents problem; consequently, the suggestions of master’s degree students and students of the Program were that the Master of Business Administration Program (Marketing) of the School of Management Science, STOU should improve the service quality of marketing and delivery of learning materials.
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บทความทุกเรื่องได้รับการตรวจความถูกต้องทางวิชาการโดยผู้ทรงคุณวุฒิ ทรรศนะและข้อคิดเห็นในบทความวารสารบัณฑิตศึกษา มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ มิใช่เป็นทรรศนะและความคิดของผู้จัดทำจึงมิใช่ความรับผิดชอบของบัณฑิตวิทยาลัย มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ กองบรรณาธิการไม่สงวนสิทธิ์การคัดลอก แต่ให้อ้างอิงแหล่งที่มา
References
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