Main Article Content
This study empirically examines the effects of students perceived value toward high quality program in universities. Structural equation modelling was used to test these effects through using a sample of 277 students from three public universities in Ho Chi Minh City, Vietnam. The results showed that among the three determinants, only perceived service quality affects emotional value. Although perceived price was found not to have an impact on emotional value, it has a significant and positive effect on perceived service quality. Moreover, the study also reveals that perceived service quality has a significant and negative influence on perceived performance risk. These findings imply that managers of the high-quality program at universities should pay attention to improving the perception of service quality in order to enhance emotional value.