Influence of Educational Service Quality Perception towards Academic Engagement of the Gen Z Customers in the Educational Institutions Providing Teaching and Learning Management in Business Administration in Ubon Ratchathani Province

Authors

  • Sukhawit Sopapol Faculty of Business Management, Panyapiwat Institute of Management
  • Tanya Supornpraditchai Faculty of Business Management, Panyapiwat Institute of Management

Keywords:

Perception, Educational Service Quality, Academic Engagement

Abstract

         The objective of this research was to study perception and influence of the perception of educational service quality towards academic engagement of the Gen Z Customers in the educational institutions providing teaching and learning management in business administration in Ubon Ratchathani Province. The research was conducted by collecting data from the samples consisting of 368 undergraduate students. The statistics used to analyze data were mean, standard deviation, and multiple regression analysis.

        The research findings were found as follows.
        The findings of the perception of the educational services in 5 dimensions of the SERVQUAL instrument included tangible things, reliability, employees’ response, trust, and attention showed that the perception was good in all dimensions. However, the perception of the educational service quality influenced a little bit on academic engagement in intellect (R2 = 18.5%) and behavior (R2 = 13.3%), but it influenced at a high level on academic engagement in emotion (R2 =29.6%) with 2 factors that showed p-value < 0.05. The 2 factors were the perception in the attention and the tangible thing dimensions.

References

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Published

2021-08-18

How to Cite

Sopapol , S. ., & Supornpraditchai, T. . (2021). Influence of Educational Service Quality Perception towards Academic Engagement of the Gen Z Customers in the Educational Institutions Providing Teaching and Learning Management in Business Administration in Ubon Ratchathani Province. Journal of Graduate School, Pitchayatat, Ubon Ratchathani Rajabhat University, 16(2), 121–130. Retrieved from https://so02.tci-thaijo.org/index.php/Pitchayatat/article/view/249060

Issue

Vol. 16 No. 2 (2021)

Section

Research articles

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