Introduction
In their role as entities for lifelong learning, institutions of higher education constantly attempt to improve and differentiate their services. Accordingly, a key aim of universities is to determine how the services they provide are being perceived, consumed or enacted (Durvasula et al. 2011). However, measuring perception of university services still remains a major challenge because of the abstract qualities of the service concept in education. A critical issue in the evaluation of university services is analysis of the valueperceived by the users of those services. The importance of this topic is...