Service Quality Expectations that Affect Customer Satisfaction with the Central Cafeteria at Rajamangala University of Technology Thanyaburi
Keywords:
Service quality expectations, customer satisfaction, university canteenAbstract
This research aimed to investigate the level of service quality expectations influencing user satisfaction at the Central Cafeteria of Rajamangala University of Technology Thanyaburi (RMUTT). Employing a mixed-methods research design, the study collected quantitative data through questionnaires administered to a sample of 400 respondents, and qualitative data through in-depth interviews with eight key informants. Statistical methods used in quantitative analysis included descriptive statistics and inferential statistics, such as t-test, F-test, One-Way ANOVA, multiple regression analysis, and Fisher’s Least Significant Difference (LSD) method. Qualitative data were analyzed using content analysis. The quantitative findings revealed that respondents had a high level of service quality expectations (X̄ = 4.34) and were also highly satisfied (X̄ = 4.22) with the overall services. Results from the multiple regression analysis indicated that service quality expectations collectively predicted 75.5% of user satisfaction (R² = 0.755). The most significant predictor of satisfaction was empathy (β = 0.229), followed by reliability (β = 0.187) and tangibles (β = 0.183), respectively. The qualitative findings supported the quantitative results, highlighting that attentiveness and flexibility of service providers are central to achieving customer satisfaction. However, a notable contradiction emerged: while the quantitative results indicated a high level of satisfaction regarding the physical environment, all qualitative participants unanimously emphasized that the remote location of the cafeteria and inadequate shuttle services were major obstacles to accessibility. In conclusion, although users reported a high level of satisfaction, underlying structural issues underlying and require urgent attention. The study contributes new knowledge by proposing a “A Sustainable Model for Enhancing Customer Satisfaction at the Central Cafeteria of RMUTT”, offering strategic insights for stakeholders to improve service quality.
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