Customer Perceived Value among University Students in Preadmission and Postadmission Stages

Abstract

The purpose of this research is to examine the differences customer perceived value before and after experiencing higher education services. Data was collected using a self-administered questionnaire, from the university students. Results show that there are significant differences amongst the dimensions of perceived value at pre-post admission stages. Findings also help university administrators to manage the perceptions of students according to their expectations at both stages. The study also contributes to the body of knowledge by highlighting that customer perceived value may vary before and after the actual service experience within the higher education context. Future research directions are also discussed.