The relationship between students' perceived service quality in educational institutions and their purchase intention

The aim of this study is to investigate the relationship between students' perceived service quality in educational institutions and their purchase intentions. In addition, it is also aimed to examine whether the perceived service quality and purchase intention differ significantly according to the demographic characteristics of the participants. The sample of the study consists of a total of 188 students studying at a local university in Istanbul, Turkey, at associate, undergraduate and graduate levels and selected by convenient sampling method. Students voluntarily participated in this study. The questionnaire form developed to collect data in the research includes sociodemographic form, perceived quality scale and purchase intention scale. SPSS software was used in the analysis of the obtained data. The findings showed that there is a highly positive relationship between service quality and purchase intention. In addition, it was determined that the perceived service quality did not differ significantly according to the demographic characteristics of the participants. On the other hand, it was determined that the intention to purchase was significantly higher in the participants who were female, over 30 years old, have a postgraduate education and have a monthly income of more than 2501 TL. Keywords: Education Service Quality, Education Institution, Purchase Intention, College Students.