ASSESSMENT OF FACTORS SUPPORTING THE POTENTIAL AND QUALITY OF DRIVING ACADEMIC SERVICE AFFAIR, FACULTY OF EDUCATION, THAKSIN UNIVERSITY RESPONDING TO OPERATIONAL TRENDS IN THE 21st CENTURY

Abstract

          This research article aims to study 1) factors supporting the capacity building of the academic services division, Faculty of Education, Thaksin University, 2) the quality of service delivery according to academic service missions, and 3) trends in driving operations according to academic service missions to align with the changing trends of the 21st century. The research employs a mixed methods approach, with quantitative research collecting data thru questionnaires from a sample of service users, selected using simple random sampling, totaling 387 people. Data analysis was performed using mean and standard deviation statistics. Qualitative research involved in-depth interviews with key informants, selected using purposive sampling, totaling 10 people. Content analysis was used, along with focus group discussions to synthesize operational trends based on SWAT analysis, leading to the interpretation and conclusion of strategic recommendations.        The research findings indicate that 1) the overall supporting factors for enhancing the capacity of the academic service unit are at the highest level (= 4.22, SD = 1.01), while 2) the overall service quality for academic service missions is also at the highest level (= 4.31, SD = 0.69). 3) Strategic analysis suggests the use of a proactive strategy (SO Strategy) thru three driving mechanisms: (1) integrating internal and external networks of the university, (2) developing service innovations with information technology, and (3) establishing an international academic service center. This serves as a crucial guideline for increasing operational productivity in line with the academic service strategy for value creation. Furthermore, to respond to the changes of the 21st century, integrated management should be emphasized, based on building a sustainable knowledge management innovation system to elevate the quality and potential of the Faculty of Education at Thaksin University into a model organization for academic services in the region.