A study on the student’s attitude towards the acceptance of students as customers concept: Case study of An Giang University
Published: July 22, 2026
Abstract
The study was carried out with the aim of determining and testing the relationship of factors affecting students' attitudes towards accepting the concept of students as customers at An Giang University when applying the concept of students as customers. In addition, testing the relationship of factors towards student satisfaction affects service quality improvement and easy achievement. At the same time, identify and test the factors affecting students' learning intention. In addition, the study also tested the difference in students' intention to study according to individual characteristics of students (gender, course, faculty of study). The linear structural model (SEM) was used to test the above relationship through 311 students in courses 19, 20 and 21 of An Giang University. The results show that the university's goal towards student satisfaction has a positive relationship with ease of achievement; curriculum and social influence are positively related; social influence and students' attitudes towards accepting the concept of students as customers are positively related to students' learning intention.
Keywords
student's intention to studysocial influencecurriculumstudents' attitude towards accepting the concept of students as customersAn Giang University
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