Comparative study of Customer Perceived Value in Pre and Post Purchase Stage: A Case of University Students

Abstract

The present study aims to explore the differences among business students’ customer perceived value before and after admission in the higher education institution. Data was collected using self-questionnaire method on different dimensions of Customer Perceived Value including Functional Value, Epistemic Value, Social Value, Emotional Value, Conditional Value and Image Value. Data was analyzed using SPSS. Results reflect that there is a difference in the dimensions of perceived value in both stages. This research will help the higher education practitioners to serve the prospective and current customers properly as they will know the differences in their perceptions before and after admission. They will able to provide better learning experience to the students and ultimately getting more admission. Future research opportunities are also discussed.

Aim: The purpose of the study is to determine the role of customer perceived value and identify the comparisons in pre and post purchase stage among university students.
Methodology: A self-administered questionnaire was used to obtain the responses from university students. The responses were acquired about different dimensions of Customer perceived value including functional value, epistemic value, social value, emotional value, conditional value and image value. The data is analyzed using the software package of Statistical Package for the Social Sciences (SPSS).
Findings: The results uncovered that the empirical significance of perceived value is multidimensional. Notably, social value, emotional value and conditional values differs at pre-admission stage in comparison to post-admission stage. In addition, epistemic value, functional value and perceived image value proven similar at pre-admission and post-admission stage.
Implications: Universities should improve social, emotional and conditional support during pre-admission to lure learners. Likewise, creating and maintaining epistemic, functional, and image value to the extent of admission guarantees student satisfaction. Students should use these dimensions to match expectations with what institutions have to offer for great experiences.
Value: This paper presents the multifaceted construct of perceived value in HE and provides implications of the findings for managing value at various stages. The study guides the stakeholders to improve their students’ experiences and to match institution initiatives with students’ expectations successfully.