The Influence of Higher Education Service Quality on Behavioural Intention: The Mediating Role of Student Happiness

Abstract

Higher education frameworks in numerous nations have extended drastically to meet growing economic and social needs. Educational policies, structures and practices have been essentially affected by globalization. Some of these progressions have been driven by financial forces, while others have been driven by political, technological, and social powers. Globalization's effect on education has brought on a reconsidering of numerous ranges in education, including its purpose, structure, pedagogy, content, instructional methodology, and outcomes assessment. The study aims to investigate the casual relationship between service quality and student behavioral intention, as well as, the mediating effect of student happiness. In the current study, the researcher adopted the quantitative technique (using questionnaire method) to achieve the research aim. SPSS25 and Smart PLS3 are implemented for data analysis. The results revealed that higher education service qualities; and student happiness, have a positive effect on student behavioral intention. In addition, student happiness mediates the relationship between higher education service quality and student behavioral intention. Theoretical and practical implications are introduced as well as suggestions for future research.