IMPACT OF EDUCATION SERVICE QUALITY ON NON-FINANCIAL PERFORMANCE OF UNIVERSITIES TRAINING FORESTRY IN VIETNAM

Service quality (SERQ) of higher education today is becoming one of the most important factors creating the success and sustainable development strategy of universities. This study focuses on assessing the impact of internal and external SERQ on non-financial performance of universities. PLS – SEM technique was selected to analyze data obtained from 685 students at 30 universities in Vietnam. The results show that both Internal SERQ and External SERQ have a positive impact on non-financial performance, in which the effect of External SERQ is stronger. In addition, the mediating role of satisfaction, loyalty of students and employees for the above relationship is also found in this study. Besides, the moderating role analysis showed that the location and type of university moderate the impact of SERQ on financial performance. Finally, recommendations have been made so that universities can improve the SERQ and thereby improve operational efficiency.