Students are known to experience significant amounts of stress and challenges during their academic pursuit at college. This study explores a way to enhance student satisfaction by incorporating a concept called perceived control to the existing service quality model. To be specific, this study proposes and tests that perceived control could be a promising factor which may enhance service quality, satisfaction, and recommendation intention among college students. Data were collected a major college in South Korea. A set of three hypotheses developed for this study were partially supported. Managerial implications are provided.
free text keywords: marketing, services, perceived control, service quality, and student satisfaction, jel:A2