Effect of Service Personal Values on Evaluation of Higher Education Service

This study contributes to the understanding of consumer behavior in the context of higher education service sector. Within an immense transition, this sector is becoming one of the fastest growing industries in the global market. Institutions, more than ever, are soliciting strategies to be able to compete in the global market. Lately the concept of service personal values (SERPVAL) has been appeared as an instrument in many studies. This study advances the understanding of unconscious use of service personal values in evaluation of the higher education service alternatives. It also examines the role of service personal values on satisfaction and evaluation of service quality. A survey was administered to measure student personal values, service quality, and satisfaction in North Cyprus, Eastern Mediterranean University. Data were analyzed using confirmatory factor analysis, exploratory factor analysis, and path analysis. The analysis investigated effect of service personal values on satisfaction and evaluation of service quality. The results revealed both significant and positive correlation between the SERPVAL and satisfaction and service quality.