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
DOIONLINE NO - IJMAS-IRAJ-DOIONLINE-10136
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Published on 2018-01-25 |
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