MONETARY MOTIVATION, NON-MONETARY RECOGNITION, AND PERCEIVED PERFORMANCE APPRAISAL FAIRNESS AS ANTECEDENTS OF JOB SATISFACTION AMONG ADMINISTRATIVE STAFF IN PRIVATE UNIVERSITIES IN QINGDAO, CHINA

บทคัดย่อ

This study examined the effects of monetary incentives, non-monetary recognition, and the sense of fairness in performance evaluation on the job satisfaction of administrative staff in private universities in Qingdao. A quantitative cross-sectional survey was conducted using purposive sampling to ensure that the respondents were all administrative staff with sufficient practical experience in institutional assessment. After qualification screening and quality check of responses, 333 valid questionnaires were retained. The data were analyzed using descriptive statistics, reliability analysis, Pearson correlation, one-way ANOVA, and hierarchical multiple regression. The results showed that all three predictors were positively correlated with job satisfaction. In the final regression model, the standardized effect of non-monetary recognition was the strongest (β = 0.34, p < 0.001), followed by the sense of fairness in performance evaluation (β = 0.29, p < 0.001) and monetary incentives (β = 0.18, p < 0.001). After adding the three main predictor variables to the demographic control model, the explained variance increased by 52 percentage points, and the complete model explained 59% of the variance in job satisfaction (R² = 0.59; adjusted R² = 0.58; ΔR² = 0.52, p < 0.001). The results of variance analysis further indicated that years of service was the most significant demographic factor associated with job satisfaction. This study contributes to the field of higher education human resource management by demonstrating that the satisfaction of administrative staff is not only dependent on economic incentives but also on recognition and a fair evaluation system. It suggests implementing comprehensive rewards, recognition, and evaluation reforms to enhance the retention rate, morale, and service quality of private university employees.