Service Quality Based on Buddhist Principles of the Personnel of Roi Et Buddhist College, Mahachulalongkornrajavidyalaya University

Abstract

         This research article aimed to: (1) investigate the level of service quality provided by the personnel of Roi Et Buddhist College, Mahachulalongkornrajavidyalaya University; (2) compare the opinions of service recipients regarding service quality based on Buddhist principles according to personal factors; and (3) propose guidelines for improving service quality in accordance with Buddhist principles. The sample consisted of 316 students. The research instruments included a rating-scale questionnaire and in-depth interviews with 10 key informants. Data were analyzed using descriptive statistics, t-test, one-way analysis of variance (ANOVA), and descriptive content analysis.

          The findings revealed that:

          1) The overall service quality provided by the personnel was at a high level (x̄ = 3.90). All aspects were rated at a high level. The aspect with the highest mean score was service behavior (x̄ = 3.99), followed by service follow-up (x̄ = 3.91), service activities (x̄ = 3.86), and compliance with service plans (x̄ = 3.84), respectively.

          2) The comparison of students’ opinions based on gender, age, educational level, status, and year of study indicated no statistically significant differences. This suggests that students shared similar perceptions regarding the quality of services provided by the college personnel.

          3) To enhance service quality in accordance with Buddhist principles, the personnel of Roi Et Buddhist College, Mahachulalongkornrajavidyalaya University, should apply the Four Sangahavatthu (Principles of Social Integration), namely: (1) Dāna (generosity), by providing complete, timely, and easily accessible information; (2) Piyavācā (kind and courteous speech), by communicating politely, clearly, and effectively to create a positive impression; (3) Atthacariyā (beneficial conduct), by improving work processes to be efficient and systematic; and (4) Samānattatā (impartiality and equality), by establishing fair and equitable service standards. The application of these Buddhist principles can enhance trust, increase service recipients’ satisfaction, and effectively improve the overall quality of organizational services.