The Impact of Workplace Culture, Educational Service Quality, and Change Readiness on University Performance in Central Thailand

บทคัดย่อ

This study utilized a convergent parallel mixed-methods design to examine the influence of educational service quality, readiness for change, and workplace culture on the operational effectiveness of universities in Central Thailand. A stratified random sampling technique was used to select 390 staff members from both academic and administrative departments across nine provinces, ensuring representative subgroups. Quantitative data were collected through structured questionnaires, while qualitative insights were obtained from in-depth interviews with 15 senior university administrators. The validity of the instrument was established through pilot testing, content validity, and construct validity assessments, while reliability was confirmed using internal consistency measures (Cronbach’s Alpha > 0.80). The model’s goodness-of-fit was evaluated using key fit indices: χ²/df = 2.11, CFI = 0.93, TLI = 0.91, RMSEA = 0.05, and SRMR = 0.04, indicating an acceptable model fit. Findings from structural equation modeling revealed that educational service quality had a significant direct impact on university performance (Standardized Path Coefficient = 0.65, p < 0.05), along with an indirect effect through workplace culture (Indirect Effect = 0.30, p < 0.05). Readiness for change also had a significant direct effect (0.55, p < 0.01) and an indirect effect mediated by workplace culture (0.40, p < 0.01). The triangulated qualitative findings emphasized the critical role of innovation, teamwork, and leadership in fostering a productive academic environment. Effective leadership, shared values, and collaborative culture were seen as central to enhancing university effectiveness. Overall, workplace culture functioned as a key mediating factor, amplifying the positive effects of service quality and change readiness. The study concludes that improving educational service quality, promoting change readiness, and fostering a strong workplace culture can significantly enhance the performance of universities in Central Thailand