Solutions to improve students’ perception of service quality and increase their choice intention: An investigation in American Polytechnic College : Master thesis of Business Adminstration; [Code : 8340101]
Năm xuất bản
2025
Tác giả
Nhan đề tạp chí
ISSN
Nhan đề tập
Nhà xuất bản
Nguyen Tat Thanh University (Faculty of Business Administration)
Tóm tắt
This study explores how service quality and perceived service quality influence potential students’ intention to choose American Polytechnic College (APC). It examines the actual enrollment performance of APC and investigates how various dimensions of higher education service quality (such as tangibles, responsiveness, reliability, assurance, and empathy) impact perceived service quality. Perceived service quality is analyzed as a mediating variable that affects students’ decision-making. Findings show that perceived service quality significantly mediates the relationship between service quality dimensions and students’ intention to enroll. Based on the analysis, the study recommends improving facilities, enhancing staff responsiveness, maintaining academic reputation, and personalizing student support services to boost enrollment intentions.
Mô tả
158 tr.
Từ khóa chủ đề
Service Quality (SERVQUAL), Perceived Service Quality, Intention to Enroll, American Polytechnic College (APC), Higher Education Marketing, Enrollment Performance, Tuyển sinh