Understanding Chinese university students' experiences: an empirical analysis

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.