CUSTOMERS AND STAKEHOLDERS' EXPECTATION OF EDUCATIONAL SERVICE QUALITY AND ADMINISTRATION MANAGEMENT AT PRACHOMKLAO COLLEGE OF NURSING

Abstract

This descriptive research aimed to survey the customers and stakeholders' expectation of educational service quality and administration management at Prachomklao College of Nursing, Thailand. We conducted a survey between April and September 2015 in which 492 customers and 134 stakeholders participated. Respondents were selected randomly from nursing students, short-course trainees and alumni, meanwhile, purposive sampling was used on lecturers, staffs, external agencies, and practicum communities of Prachomklao College of Nursing. Data was collected through the 5-dimension questionnaires include tangibles, reliability, responsiveness, assurance, and empathy. Data were analyzed by using descriptive statistics. Results reveal the overall expectation of educational service quality and administration management with a mean score of 4.62 (SD=.327). The mean score of each dimension was at “very high” level. The highest expectation was the reliability (Mean = 4.68, SD = .405) and the lowest expectation was the empathy (Mean = 4.52, SD = .500). The findings confirm that customers and stakeholders' expectation of service quality and organizational management is the key to college performance enhancement. Therefore, customers and stakeholders’ expectation and feedback are important for high performance and achievement of academic service and mission of the nursing college. However, there is a need to promote service attitudes, attentiveness, and enthusiasm among personnel, lecturers and nursing students along with the academic and professional development.