The Study of Service Quality Factors on Student Satisfaction and Student Loyalty in Language Institute at Tak Special Economic Zone

Abstract

This research was conducted using a descriptive research method, The objectives of this research were 1) to study of service quality factors on student satisfaction in language institute at Tak Special Economic Zone and 2) to study of service quality factors on student loyalty in language institute at Tak Special Economic Zone. The sample group was 357 student who attend 10 private language schools, the educational year 2022 in Tak Special Economic Zone by random sampling. The research instrument was on-line questionnaire in 4 part; 1) general information of the respondents 2) service quality in language institute at Tak Special Economic Zone 3) student satisfaction in language institute at Tak Special Economic Zone and 4) student loyalty in language institute at Tak Special Economic Zone. The data was analyzed by frequency distribution, percentage, mean, standard deviation and multi regression analysis.

The finding indicated that

1) The factors affecting on student satisfaction in language institute at Tak Special Economic Zone, P-value < 0.05, 5 variables predict the student satisfaction in language institute at Tak Special Economic Zone at 86.7% according empathy, assurance, tangibility, reliability and responsiveness.

2) The factors affecting on student loyalty in language institute at Tak Special Economic Zone, P-value < 0.05, 5 variables predict the student loyalty in language institute at Tak Special Economic Zone at 85.1% according empathy, tangibility, assurance, reliability and responsiveness.

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