Investigating the relationship among service quality, emotional satisfaction and favorable behavioral intentions in higher education service experience

• Main Authors: Wan Mustaffa, Wan Salmuni, Ali @ Hamid, Mass Hareeza, Khuan, Wai Bing, Abdul Rahman, Rafiduraida
• Format: Conference or Workshop Item
• Language: English
• Published: 2016
• Online Access: http://psasir.upm.edu.my/id/eprint/54611/1/Investigating%20the%20relationship%20among%20service%20quality.pdf; http://psasir.upm.edu.my/id/eprint/54611/; https://www.sciencedirect.com/science/article/pii/S1877042816305109

Most previous research has examined the direct relationship between service quality (SQ) and favorable behavioral intentions (FBI), neglecting the important role of emotional satisfaction (E-SAC). E-SAC is viewed as a crucial indicator in enhancing the relationship between SQ and FBI. It also assist...