Exploring The Impact Relationship Between Service Quality, Perceived Value, Customer Satisfaction And Students' Favorable/Unfavorable Behavioral Intentions In Higher Education Setting  

Oleh:

Sheu, Tsong Shin ; Wang, Kuo Ming

Jenis: Article from Proceeding
Dalam koleksi: Asian Network for Quality (ANQ) Congress 2011, Ho Chi Minh City, Vietnam, 27-30 September 2011, page 1-13.
Topik: Quality; Satisfaction; Value; Behavioral Intentions; Higher Education
Fulltext: TW6.pdf (192.44KB)

Isi artikel

In comparison with quality and satisfaction, education literature less frequently discusses student perceived value. This article simultaneously investigates the effects of quality, value and satisfaction on behavioral intentions using university student data. This study first constructs five competing theoretical relationships between quality, value, satisfaction and behavioral intentions, and then develops a survey instrument to collect data. Structural model tests reveal that the indirect quality effect model performs well in fitting data among five competing theoretical models. On the basis of the indirect quality effect model, analytical results show that quality, value and satisfaction significantly impact student favorable behavioral intentions, and that student perceived value has a greater effect than quality and satisfaction. However, quality, value and satisfaction have insignificant effects on unfavorable behavioral intentions. The managerial implications include: First, quality, value and satisfaction can induce students’ favorable behavioral intentions but can not suppress their unfavorable behavioral intentions. Second, in addition to education quality and student satisfaction, education management should rethink the role of value in affecting students’ favorable behavioral intentions in education setting.

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