A Survey of Service Satisfaction among Service Users of the King Bhumibol Agricultural Museum (Public Organization)
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Abstract
This research aimed to study and compare the satisfaction of service recipients toward the services provided by the Agricultural Museum Office in Celebration of His Majesty the King's Royal Patronage (Public Organization) across three dimensions: service process and procedures, service personnel, and facilities. The study also examined problems and suggestions from service recipients to be used in improving service quality. The sample consisted of 3,614 service recipients who visited the Agricultural Museum Office during fiscal year 2020. The research instrument was a 5-level Likert scale questionnaire. Data were analyzed using descriptive statistics including frequency, percentage, mean, and standard deviation, as well as inferential statistics including hypothesis testing via independent samples t-test and One-way ANOVA with pairwise comparison using the LSD method.
The results revealed that service recipients' overall satisfaction with the services of the Agricultural Museum Office was at a high level. Satisfaction was highest in the dimension of service personnel, followed by facilities, and service process and procedures, respectively. When compared by biosocial characteristics, groups differing in age, education level, employment status, and residential area showed statistically significant differences in satisfaction across all three dimensions and overall, with the exception of gender, where no significant difference was found. Additionally, open-ended responses reflected suggestions for improving lighting and temperature in exhibition areas, providing clearer directional signage, developing a service-minded attitude among staff, increasing the number of building guides, and continuously promoting through social media. Overall, service recipients reported a high level of satisfaction (M = 4.28, SD = 0.49).
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