Abstract
In this study, we examine the structural relationships between service quality and student satisfaction in both university and training institution. In addition, we investigate the value perception as a moderating variable in the process. Using a sample of 116 students in university and 126 students in training institution, we empirically test the framework including key concepts: service quality, student satisfaction and value perception. The finding reveals that three dimensions of service quality, which are curriculum quality, teacher-student interaction and advising staff, positively influence on student satisfaction in both university and training institution. The perception of school motto and core value have positive moderating effect on the impact of service quality on student satisfaction, which indicate that with the same service quality, different perception extent of university motto and training institutions value has different effect.
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