Assessing Student Satisfaction with University Services Using the 4Cs Model: A Case Study at Asia-Pacific International University
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This study examined student satisfaction with university services at Asia-Pacific International University (AIU) using the 4Cs model-Customer Needs, Cost, Convenience, and Communication. A quantitative survey was conducted with a representative sample of 132 international undergraduate students to assess how these four factors correlate with overall student satisfaction. Data were collected through questionnaires and analyzed using frequency, percentage, mean, standard deviation, correlation coefficients, simple regression, and multiple regression analysis. The findings revealed that AIU students generally expressed high satisfaction, with three 4Cs dimensions (customer needs, cost, and communication) showing statistically significant positive correlations with student satisfaction. However, the analysis indicated that convenience, while positively correlated, did not show a significant impact on overall satisfaction. Suggestions about additional variables and other methodologies were provided for future research studies on student satisfaction, especially qualitative studies could provide deeper insights into the underlying reasons for student satisfaction and offer a more comprehensive understanding of the factors that shape it.
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เนื้อหาและข้อมูลในบทความที่ลงตีพิมพ์ในวารสารวิชาการมหาวิทยาลัยราชภัฏภูเก็ต ถือเป็นข้อคิดเห็นและความรับผิดชอบของผู้เขียนบทความโดยตรง ซึ่งกองบรรณาธิการวารสารฯ ไม่จำเป็นต้องเห็นด้วยหรือร่วมรับผิดชอบใด ๆ
บทความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการตีพิมพ์ในวารสารวิชาการมหาวิทยาลัยราชภัฏภูเก็ต ถือเป็นลิขสิทธิ์ของวารสารวิชาการมหาวิทยาลัยราชภัฏภูเก็ต หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อหรือเพื่อกระทำการใด ๆ จะต้องได้รับอนุญาตเป็นลายลักษณ์อักษรจากวารสารวิชาการมหาวิทยาลัยราชภัฏภูเก็ตก่อนเท่านั้น
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