Antecedents of Perceived Values and Outcomes of Student Satisfaction: Evidence From Higher Education in Vietnam

Abstract

This study examines the relationship between service quality and perceived value in blended learning, focusing on their impact on student satisfaction, loyalty, and word of mouth (WOM). A survey of 1,959 participants was analyzed using partial least squares-structural equation modelling. The results indicate that service quality consists of online services, including information and system quality, and offline services, such as academic, administrative, and facility services. Perceived value is categorized into get value, which encompasses functional, social, epistemic, emotional, and image aspects, and give value, which refers to monetary and non-monetary sacrifices. Offline service quality has a stronger impact on perceived value than online quality. Significant relationships were found between service quality, perceived value, satisfaction, loyalty, and WOM. However, offline service quality did not directly affect loyalty. These findings offer insights for educational institutions seeking to enhance services and encourage positive WOM.