Purpose - This study aims to analyze the relationships between Chinese
students' behavioral intentions, satisfaction, service quality,
perceived value, and university image. A multi-level modeling approach
is used to examine the relationships between these higher order
constructs. In addition, service quality consists of three primary
dimensions and 13 sub-dimensions. Finally, this study compares students'
perceptions of the dimensions of service quality, overall perceived
service quality, university image, perceived value, satisfaction and
favorable behavioral intentions based on the demographic characteristics
of the sample (gender, age, year of study, and major).
Design/methodology/approach - The data used in this study were based on a
sample of 350 students studying at a public university in China. Data
was analyzed using factor analysis, regression analysis, and analysis of
variance (ANOVA). Findings - The findings support using a multi-level
model consisting of three primary dimensions and 13 sub-dimensions to
conceptualize and measure perceived service quality. Service quality is
the main determinant of satisfaction and has a significant influence on
university image and perceived value. Perceived value has a significant
moderating effect on the relationship between service quality and
satisfaction. Satisfaction significantly influences recommending the
university and future attendance. The results of this study also
indicate that students' demographic characteristics (gender, age, year
of study, and major) influence their perceptions of several of the
constructs. Originality/value - This is the first study synthesizing
behavioral intentions, satisfaction, service quality, perceived value
and university image in a Chinese university setting.