Service Images Influencing Decision Making on Service Use of Financial and Accounting Division of the Faculty of Liberal Arts, Rajamangala University of Technology Thanyaburi

Abstract

This research aimed to: 1) The comparison between personal factors and the decision making on service use of the financial and accounting division of the faculty of Liberal Arts, Rajamangala University of Technology Thanyaburi, and 2) study service image influencing decision making on service use of the financial and accounting division of the faculty of Liberal Arts, Rajamangala University of Technology Thanyaburi. This survey research included 400 samples of service users of the financial and accounting division of the faculty of Liberal Arts, Rajamangala University of Technology Thanyaburi. The samples were selected based on W.G. Cochran technique. Statistics used for data analysis included percentage, mean, standard deviation, t-test, F-test, Pearson coefficient and linear regression. The research results revealed that different ages of users and different types of needed information had different decision making on the use of services at statistical significance level of 0.50. However, different genders and professions showed no difference in decision making on the use of services of the financial and accounting of the faculty of Liberal Arts, Rajamangala University of Technology Thanyaburi. When analyzing linear regression to find out variables that could predict the decision making on the use of services of the financial and accounting division of the faculty of Liberal Arts, it showed that the service image had influence on decision making on the use of service of the financial and accounting division of the faculty of Liberal Arts, at the statistical significance level of 0.05. The most influential service image was reliability (ß = .458), followed by care (ß = .351), and tangible services (ß = .278) respectively.