SERVICE DELIVERY COMPONENTS THAT ENHANCE THE SUCCESS OF INTERNAL QUALITY ASSURANCE : A CASE STUDY OF THE RESEARCH AND DEVELOPMENT INSTITUTE, SUAN SUNANDHA RAJABHAT UNIVERSITY

Abstract

This research aims to explore satisfaction and dissatisfaction among service recipients with the services provided by the Research and Development Institute at Suan Sunandha Rajabhat University. The sample consisted of 45 service recipients. The data collection tool was a five-point Likert-scale questionnaire, complemented by open-ended questions to capture opinions and qualitative suggestions. Data were analysed using descriptive statistics, including means and standard deviations. The findings revealed that overall satisfaction was very high (4.55). Among the aspects, service quality received the highest mean score (4.63), followed by personnel (4.60), facilities (4.48), and the service process/steps (4.47), all at high levels. Qualitative data indicated that service recipients desire faster, more accurate, and more accessible services, as well as additional academic support such as training and research consultancy. Furthermore, factors that promote the success of internal quality assurance operations include management support, staff participation, resource readiness, and a continuous, quality-focused organisational culture. These are all essential components for elevating service standards and sustainable development. The research results provide empirical evidence to guide quality improvement efforts, particularly in reducing procedural complexity, increasing online service channels, developing communication systems, and expanding academic support. These measures will help enhance satisfaction, confidence, and the sustainability of the university’s internal quality assurance system.