Examining the Effect of Service Personal Values on Emotional Satisfaction with Service Experience among International Students in Malaysian Public Universities

AbstractMalaysia has been recognized as a higher education destination for international students. Recently, the issue of ensuring a positive service experience among international students in Malaysian public universities has gained enormous attention. However, dealing with international students adds additional expectations and responsibilities for the universities. International students might experience different educational services in the host country compared to their home country. Previous research has revealed that services provided in Malaysian public universities still fail to address students’ personal values and emotional needs. In light of this gap, this research aims to explore and examine the relationship between service personal values (SPV) and emotional satisfaction (E-SAC) based on service experience among international students in Malaysian public universities. International students attending Malaysian public universities were selected as the research sample. The data were gathered through an online survey. The online questionnaire was sent to international students via email following the proportionate stratified sampling technique. Structural equation modeling (SEM) using AMOS was performed to test the relationship between SPV and E-SAC. The results revealed that SPV has a positive effect on E-SAC. In this research, the relationship appeared to be significant as conceptualized according to the theory. This research also discusses the theoretical and managerial implications as well as the directions for future research