Nguyen, Xuan Nhi (ASSOC. PROF. DR.)Nguyen, Tuan Anh2025-08-012025-08-012025https://repository.ntt.edu.vn/handle/298300331/553158 tr.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.enService Quality (SERVQUAL)Perceived Service QualityIntention to EnrollAmerican Polytechnic College (APC)Higher Education MarketingEnrollment PerformanceTuyển sinhThesis