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Abstract

This research aims to examine the level of service quality, the level of organizational image, to compare differences in organizational image based on personal factors, as well as to investigate the service quality that impacts the organizational image of the Registrar�s Division. The study employed a quantitative research design, specifically a survey methodology. A questionnaire was used to collect data from a sample of 196 first-year to fourth-year Public Administration students at the Faculty of Management Sciences, Prince of Songkla University. The sampling method utilized was stratified random sampling based on population proportions. The data was analyzed using statistical methods, including frequency, percentage, mean, and standard deviation. A comparative analysis of the differences between the means of the samples was conducted using t-tests and f-tests. Additionally, the relationship between two variables was analyzed using Pearson's correlation coefficient and multiple regression analysis.The findings indicate that the service quality provided by the Registrar�s Division, as perceived by the Public Administration students, Faculty of Management Sciences, Prince of Songkla University, is rated at the highest level. The organizational image of the Registrar�s Division is also rated at the highest level. Furthermore, students from different academic years have significantly different opinions regarding the organizational image of the Registrar�s Division at the .05 level of significance. The service quality related to understanding and knowing the service recipients, as well as reliability, significantly impacts the organizational image at the .05 level of significance, together accounting for 74.4% of the variance in the organizational image.

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