Purpose: This study proposed a new construct to measure the educational service quality of regional universities, focusing on private institutions in the Busan and Gyeongnam regions. It analyzed how service quality, service value, and satisfaction influence students’ enrollment intentions.Methods: Using the new construct, data were collected and analyzed to examine the relationships between service quality, service value, satisfaction, and students’ intentions to continue enrolling.Results: Administrative services had the most significant impact on both service quality and satisfaction, followed by educational quality and information support systems.Conclusion: Administrative services and service value are key factors in shaping students’ satisfaction and enrollment decisions. Improving these areas can enhance students’ intention to continue enrolling at regional universities.
Do-Hee Kwon (Mon,) studied this question.