The objective of this study of student-consumers in higher

education is to investigate the direct influence of student

choice factors on student expectations. The mediating role of

perceptions of employability in the relationship between costs of

study (fees) and student satisfaction, and the outcome variable of

students’ recommendations, is examined in the study based on

respondents’ chosen U.K. higher education institution (HEI). The

theoretical framework draws on cost-expectation-satisfaction

assessment and expectation of employability after graduation.

A survey sample of 11,822 respondents and 140 higher education

institutions suggest university reputation, course design, service

quality and campus social life directly influence student

expectations. Student expectations of choice factors mediate the

relationship between the cost of study and satisfaction, and

students’ perceptions of employability after graduation mediate

the relationship between the cost of study and the likelihood of

making a recommendation to peers. The course design was the

most influential factor impacting student expectations