Exploring perceived service quality, perceived value, and repurchase intention in higher education using structural equation modelling

The present study proposed and tested a conceptual model incorporating perceived service quality, customer-perceived value, and repurchase intention in a higher-education context. The main purpose was to empirically investigate the relationships between these concepts; thus, three hypotheses were postulated. Empirical data were collected among undergraduate students in Bosnia and Herzegovina and Croatia. A total of 735 cases were used to assess the overall fit of the proposed model and to test hypotheses using covariance-based structural equation modelling. The results support the proposed conceptual model, showing that perceived service quality and customer-perceived value have a positive and significant influence on repurchase intention, as well as that perceived service quality has a positive and significant impact on customer-perceived value. Therefore, the study contributes to the existing literature reporting the findings on quality and value in an educational context, with evidence from South Eastern Europe. Implications of the results are discussed, and recommendations for future research are made.