Edu-Tourist’s Perception of University Servqual and its Impact on Intention to Stay and Continuance Intention

One of the key reasons Turkish Republic of Northern Cyprus has become an educational hub is due to the quality of university services that they deliver mainly to foreign students which happens to be their primary customers. In other to test those variables that brings about continuance intention of further studies in this region, several variables such as: perceived service quality, level of satisfaction, and student perceived performance were adopted to examine their impact on continuance intention of further study in six universities such as: Cyprus international university, Eastern Mediterranean university, Cyprus west university, Near East university, Girne American university and European university of Lefke. Quantitative approach was used in our study and a total number of (N305) online questionnaires were collected from the aforementioned universities. Confirmatory factor Analyzes was conducted using partial-least square structural equation modeling (PLS-SEM) approach, SPSS and ADANCO 2.11 software to test data adequacy. The findings from these universities indicates that there is a connection between service quality, level of satisfaction, student perceived performance and continuance intention of further study. Moreover, continuance intention was seen as a result of student perceived performance and level of satisfaction. The study also proposes that, if those antecedents of service quality are met then, there will be a win-win situation that is; it would give those universities a competitive edge over their competitors. The first chapter includes Introduction, Significance of the study, objectives and priorities of this research project. In addition, information on methodology, data collection and analysis and the research organization are provided. Keywords: Perceived Service Quality, Level of Satisfaction, Student Perceived Performance, Behavioral Intention of Further Study