Paper Title :The Relationship Between Service Quality And Brand Equity of MBA Program (Marketing) of School Of Management Science, Thai Open University

Author :Ladda Vatjanasaregagul

Article Citation :Ladda Vatjanasaregagul , (2017 ) " The Relationship Between Service Quality And Brand Equity of MBA Program (Marketing) of School Of Management Science, Thai Open University " , International Journal of Management and Applied Science (IJMAS) , pp. 38-42, Volume-3,Issue-11

Abstract : The objectives of this research are to study (1) the service quality of the Master of Business Administration Program (Marketing); (2) the brand equity of the Master of Business Administration Program (Marketing); (3) the relationship between the service quality and the brand equity of the Master of Business Administration Program (Marketing); and (4) the problems and suggestions of master’s degree students and students of the Master of Business Administration Program (Marketing) of School of Management Science, Thai Open University(STOU). The population of this research comprised 185 master’s degree students and students of the Master of Business Administration Program (Marketing) of the School of Management Science, STOU. The research sample consisted of 127 randomly selected students. The sample size was determined based on the sample size formula. Research data were collected with the use of a questionnaire. Research data were analyzed with descriptive statistics, t-test, and Pearson’s correlation. The results indicate that (1) the overall service quality of the Master of Business Administration Program (Marketing) was not at the satisfaction level; when specific dimensions of the service, namely, tangibility, reliability, responsiveness, assurance, and empathy were considered, it was found that the service quality of every dimension was also not at the satisfaction level; (2) the brand equity of the Master of Business Administration Program (Marketing) was at the good level; (3) the service quality correlated positively with the brand equity at the moderate level; and (4) the main problems of the Master of Business Administration Program (Marketing) were the marketing data retrieval problem and the late delivery of learning documents problem; consequently, the suggestions of master’s degree students and students of the Program were that the Master of Business Administration Program (Marketing) of the School of Management Science, STOU should improve the service quality of the two matters. Key words- Service quality, Brand equity, Master of Business Administration Program (Marketing), Thai Open University

Type : Research paper

Published : Volume-3,Issue-11

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