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| The objective of this research is to empirically compare two important concepts of service experience, namely Service Personal Values (SPV) and Service Value (SV). Higher education was selected to represent the service sector, and the registered international students were selected as respondents. The quota sampling technique was applied to select the respondents. The data were gathered using a questionnaire. Ultimately, 331 usable questionnaires were gathered for the data analysis process. An exploratory factor analysis (EFA) and a confirmatory factor analysis (CFA) using AMOS were performed to validate SPV and SV concepts. The results revealed that SPV and SV are two different constructs and, thus, should be treated differently. Both concepts are valid for evaluating customers’ cognitive experiences in the service context. However, SPV can be treated as a more valuable construct than SV. This research also discusses the theoretical and practical implications as well as directions for future research. |
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