“…cognitive or emotional); (2) whether the response concerns a particular focus (for example expectations and consumption experience); and (3) if the satisfaction occurs at a given time (Giese and Cote, 2000). Many scholars have argued in favour of the students -as -customers perspective in higher education (Chadwick and Ward, 1987;Christenses andPhilbrick, 1993, Franklin andShemwell, 1995;Bejou, 2005;Ahmed et al 2010;Watjatkarul, 2010;Lu H, et al 2013 ) and thus, uses the disconfirmation theory to measure antecedents of satisfaction -that is satisfaction as a function of the size and direction of the disconfirmation experience, where disconfirmation is a function of the gap between customers' expectations and perceptions (Churchill and Suprenant, 1982;Tse and Wilton, 1988;Henning-Thurau, 2001;Brady andRobertson, 2001Powers andValentine, 2008). Cronin and Taylor (1992) noted that service quality has been a major factor of ensuring satisfaction with products and services offered by organisations.…”