The roles of image and value on the satisfaction about the service quality of postgraduate education

This study investigates the roles of image and value on the satisfaction about the service quality of postgraduate education. Based on a survey of 2,479 respondents who are graduated students from the Ho Chi Minh City University of Technology. Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) indicate the service quality (lecturer quality, administrator quality, and facility); the values (knowledge value, emotional value, social value, and monetary sacrifice); and image. Structural Equation Modeling (SEM) finds that the image has an influence on the service quality; both image and service quality have the significant impact on the value; the value is a major determinant of the satisfaction.