SERVICE INNOVATIONS AFFECTING USER SATISFACTION IN THE SERVICES OF THE RESEARCH AND ACADEMIC SERVICES DIVISION, COLLEGE OF INNOVATION AND MANAGEMENT, SUAN SUNANDHA RAJABHAT UNIVERSITY

Abstract

The research study titled “Service Innovation Affecting User Satisfaction in the Research and Academic Services Division, College of Innovation and Management, Suan Sunandha Rajabhat University” aimed to: Examine the level of service user satisfaction with the Research and Academic Services Division, College of Innovation and Management, Suan Sunandha Rajabhat University. Investigate the extent to which service innovation is applied in the operations of the Research and Academic Services Division, College of Innovation and Management, Suan Sunandha Rajabhat University. The researcher conducted a review of literature, articles, previous studies, and related theoretical concepts to clarify and understand the context of the research topic. The population consisted of instructors, researchers, students, and external service users. Simple Random Sampling was used. The total population was 190 individuals, with a sample size of 129 respondents. Descriptive Statistics were used to analyze data from the sample respondents in Part 1 of the questionnaire, which included questions related to general information about the respondents. The data were summarized using percentage, frequency, mean, and standard deviation. Inferential Statistics were employed to analyze the impact of user satisfaction on service usage in the Research and Academic Services Division, College of Innovation and Management, Suan Sunandha Rajabhat University. For these quantitative variables, Multiple Regression Analysis was used to determine the relationships and influence among the variables.