Paper Title :The Expectation, Perception and Brand Loyalty of Students of Public Universities in North-Eastern Thailand

Author :Ladda Vatjanasaregagul, Nudchanard Buasudta

Article Citation :Ladda Vatjanasaregagul ,Nudchanard Buasudta , (2018 ) " The Expectation, Perception and Brand Loyalty of Students of Public Universities in North-Eastern Thailand " , International Journal of Management and Applied Science (IJMAS) , pp. 35-38, Volume-4,Issue-8

Abstract : The objectives of this research were 1) to study students‟ expectations and perceptions of services provided by public universities in north-eastern Thailand. 2) to compare students‟ expectations and perceptions of services provided by public universities in north-eastern Thailand. 3) to study the relationship between perceptions of service quality and brand loyalty of students to public universities in north-eastern Thailand. The populations were 60,834 undergraduate students in public universities in north-eastern Thailand. The samples were 402 undergraduate students chosen by Taro Yamane‟s formula. The research instrument was a questionnaire. Data were analyzed by using frequency, percentage, mean, standard deviation (S.D.), Pearson correlation coefficient, and t-test. The results were: 1) the students‟ expectations and perceptions of services provided by public universities in north-eastern Thailand were at the „the most satisfied‟ level. 2) The comparison between students‟ expectations and perceptions of services provided by public universities in north-eastern Thailand was not different. 3) The relationship between perceptions of service quality and brand loyalty of students to public university in north-eastern Thailand was related in a „high‟ level statistical significant different at 0.01 level. Index Terms - Brand Loyalty, Public Universities in North-Eastern Thailand, Service Quality.

Type : Research paper

Published : Volume-4,Issue-8

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