Previous studies have proven that service information is evaluated in the customers’ cognitive at three abstraction levels, namely Service Personal Values (SPV – highest cognitive level), Service Value (SV– intermediate cognitive level), and Service Quality (SQ – lowest cognitive level). However, there are limited studies simultaneously examined the relationships between the customers’ cognitive levels and the consequent variables such as loyalty, satisfaction, and behavioral intentions. Therefore, the aim of this research is to test nomological validity of customers’ cognitive levels as antecedent on selected consequent variable in higher education context. Emotional Satisfaction (SAC) was selected to represent the consequent variable due to its strong theoretical building. This research was conducted at Malaysian Public Universities. The registered undergraduate students were selected to participate in this research. The data were gathered via a questionnaire using the quota sampling technique. Structural equation modeling (SEM) using AMOS was performed to test nomological validity of customers’ cognitive levels on E-SAC. Results revealed that the customers’ cognitive levels including SPV, SV, and SQ have significant effect on E-SAC. Thus, it is strongly concluded that SPV, SV, and SQ are valuable indicators to evaluate students’ positive emotions towards service experience in higher education.
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To Cite this Article: Mustaffa, W. S. W., Rahman, R. A., Wahad, H. A., & Taib, R. M. (2018). Testing Nomological Validity of Customers’ Cognitive Levels in Evaluating Higher Education Service Experience. International Journal of Academic Research in Business and Social Sciences, 8(10), 12–31.
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