วารสารวิทยาลัยบัณฑิตเอเซีย ...

The objectives of this survey research were to: 1) study the service receivers' expectation towards the service quality of the Thai Traditional Health Promotion Center (TTHPC) under Department of Thai Traditional Medicine and Alternative Medicine (DTAM), 2) study the service receivers' perception towards the service quality of TTHPC and 3) compare the levels of expectation and perception towards the service quality of TTHPC, according to service receivers' gender, age, education, occupation, income, coverage of health insurance, and the frequency of service they received. 347 samples were selected from a total of 2,600 service receivers visiting TTHPC by using the table of Krejcie & Morgan and simple random sampling. The research instrument was a questionnaire whose content accuracy was verified and the reliability of instrument was calculated. The reliability of service receivers’ expectation and perception towards the service quality was at 0.99. The data was analyzed in term of percentage, average mean, standard deviation, t-test, and one-way anova with the statistically significance level at 0.05. The results found that; 1) the overall expectation of service receivers was the highest, with an average score of 4.52, 2) the overall perception of service receivers was high, with an average score of 3.84, and 3) when comparing service receivers’ expectation to perception towards the service quality provided at TTHPC, the level of service receivers’ expectation was higher than the perception towards the actual service quality, with significant difference at the level of 0.05 in all aspects, including 1) the concrete service, 2) reliability 3) service receivers’ response, 4) increasing service receivers’ confidence and trust in service quality, and 5) understanding and sympathy.