Administration in the Good Governance and Service Quality Affecting the Confidence of the Members of Phayakkhaphumiphisai Agricultural Cooperative Limited, Maha Sarakham Province

Abstract

This research aimed to: 1) study the governance principles affecting the confidence of members of the Phayakkhaphum Phisai Agricultural Cooperative Limited, and 2) examine the service quality factors influencing the confidence of members of the Phayakkhaphum Phisai Agricultural Cooperative Limited. The research hypotheses were: 1) governance based on good governance principles positively influences the confidence of members of the Phayakkhaphum Phisai Agricultural Cooperative Limited, Maha Sarakham Province, and 2) service quality positively affects the confidence in the same cooperative. The sample consisted of 340 members of the Phayakkhaphum Phisai Agricultural Cooperative Limited, determined using Taro Yamane’s formula and selected through simple random sampling. This was a quantitative study using questionnaires as the data collection tool. Data analysis employed percentage, mean, standard deviation, correlation coefficient, and multiple regression analysis to test the hypotheses.

The findings revealed that members placed importance on three aspects of governance: the rule of law, participation, and efficiency and effectiveness, all of which positively influenced confidence at a significance level of 0.05, as shown in the standardized equation: Y = 0.226X₁+ 0.237X₄ + 0.209X₅. Regarding service quality, three aspects-understanding of needs, communication, and service accessibility-affected confidence, as expressed in the standardized equation: Y = 0.229X₇+ 0.249X₁₁ + 0.229X₁₂, respectively. Overall, confidence was rated at a high level, ranked from highest to lowest as operational performance, personnel, and image. High-quality service under sound management principles fosters members' confidence and contributes to the sustainable operation of the Phayakkhaphum Phisai Agricultural Cooperative Limited.