The Mediating Role of Student-post Purchase Regret in Brand Switching Intention

Abstract:

Post-purchased student regret and brand-switching intention have recently become a vital issue for most universities, especially the financially autonomic ones. There is fierce competition among universities with the vital aim to attract and keep students with them. Thus, the paper aims to search out “The mediating role of student-post purchase regret in university brand switching intention”. Quantitative research was conducted with a non-probability sample. The data was collected from six-hundred university students in three financial autonomy Vietnamese universities and was processed by SmartPLS 4.0 software. Research results show that service-dominant has a negative effect on student’s post-purchase regret and perceived commitment is negatively correlated to student’s post- purchase regret. In addition, tuition unfairness also negatively impacts students’ post- purchase regret. On the contrary, students’ post-purchase regret is positively correlated to university switching intention. The findings also indicate that students’ post-purchase regret plays a mediating role between all independent and dependent variables. The findings help educational policymakers or managers interfere timely with the current situation of their university and they can change or adjust their development-oriented strategies rightly to be appropriate for the current competitive situation.