THE SERVICE INNOVATION INFLUENCING SERVICE EXCELLENCE AT MAHASARAKHAM UNIVERSITY

Abstract

The researcher conducted a study of the service innovation Influencing service Excellence at Mahasarakham University. The purposes of this study were to determine: 1) to study the impact of service innovation in relation to service excellence of Mahasarakham University and 2) to study service innovation affecting service excellence of Mahasarakham University by collecting data from 117 supporting staff of Mahasarakham University and a questionnaire as an instrument. The statistics used for analyzing the collected data were multiple correlation analysis, simple regression analysis and multiple regression analysis. From an analysis of relationship with and effects of service innovation on service  excellence, the following were found: service  innovation in the aspect of human capital innovation, qualify service innovation and information technology innovation had positive relationships with and effects on Service  Excellence as
a whole. In conclusion, service innovation in the aspect of human capital innovation, qualify service innovation and information technology innovation had positive relationships with and effects on service  excellence as a whole. Therefore, Executive board of Mahasarakham University should focus on the importance of service innovation, human resources and information technology are developed to make the service most satisfying in addition, there should be an emphasis on excellent service, with good, fast and comprehensive services that make the service recipients satisfied and satisfied. Until word of mouth has a positive effect on the good image of Mahasarakham University. which the creation of excellent service the construction method was not only able to be built for a few months. But it has to be built for many years until it becomes a corporate culture.