Discovering the Relationships Between Perceived Emotional Value, City and Friend Attachment, School ID, WOM and Educational Satisfaction: A Structural Research for University Students

Rapid transformations in higher education in recent years have made deeper researches about student-university relationship mandatory. Regarding the subject, Anderson, Sullivan, and Swidler (1993) stated that students who are the consumers of universities will have very important benefits for higher education institutions in determining the factors related to education satisfaction. So, the aim of this research is designed to determine the relationships between university students' satisfaction with education, the emotional value they perceive, school identity, city attachment and positive WOM behavior. For the relevant purpose, 366 university students were reached online. The empirical data obtained were analyzed with a two-step approach (measurement and structural) in line with the basic methodological principles of SEM. Acceptance of all hypotheses created within the scope of the structural model proved empirical relationships between the related structures. The research has provided new perspectives to the ongoing discussions in the related literature by proving the direct or indirect effects of structures such as city attachment, emotional value, and school identity on university satisfaction. The results provided tips for professionals in the field to create educational satisfaction.