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Purpose: The promising factor for success in a prevailing knowledge-based economy is the excellence in customer service. Private universities are now becoming customer- and service-oriented organizations due to the competition. Therefore, many educational institutions treat their students as customers and restructure their educational practice based on the concept of market consumption. Therefore, many educational institutions treat their students as customers and restructure their educational practice. The purpose of this study is to determine the students' preferences as customers while studying at private universities and factors that affect their intentions to study at private universities when they adopt the student-as-customer concept. Design/methodology/approach: The research model is analyzed with structural equation modeling. The analysis is done with the application of the measurement model and the structural model. The measurement model is first evaluated by examining scale reliability, convergent validity and discriminant validity, whereas the assessment of the structural model is conducted for determining the predictive power and analyzing the hypothesized relationships between the proposed constructs through path analysis. Findings: In the paper, seven path shows a significant and positive relationship. However, four relationships are positive but insignificant. Originality/value: This study contributes to the literature theoretically as well as methodologically. Moreover, it is among the first research that is being conducted in Karachi. Secondly, this study developed a hybrid model by integrating one theory and a conceptual model to determine the factors affecting students' attitudes toward acceptance of the student-as-customer concept and their intentions. Therefore, this paper is useful in filling the gap in the higher education literature and also provides direction for universities to consider and prepare for the consequences of the concept's adoption associated with the number of students who intend to study at their universities.

Purpose: This study aims to examine university students' acceptance of e-learning systems in Pakistan. A Web-based learning system is a new form of utilizing technological features. Although, developed countries have initiated and established the concept for e-learning, developing countries require empirical support to implement e-learning. Design/methodology/approach: This paper further explains a conceptual model that is based on the technology acceptance model (TAM). Earlier theories such as the theory of reasoned action (TRA), theory of planned behaviour (TPB) and decomposed theory of planned behaviour (DTPB) have been conducted on user behavioural intention (BI). TAM is considered as the most relevant framework in a Web-based context. To analyse the present study's hypothesized model, structural equation modelling (SEM) has been used to statistically analyse self-reported sample data from 424 university students. Findings: The results revealed that TAM, with the combination of new constructs, explains university students' acceptance of the e-learning system reasonably well. Additionally, work life quality (WLQ) and facilitating conditions (FC) have a greater influence on the BI and the actual use (AU) of the e-learning system, respectively. Originality/value: The study has also provided valuable implications for academics and practitioners for ways to enhance the acceptance of the e-learning system in the higher education of Pakistan.

This study analyzes the influence of Facebook usage on building social capital among university students in Karachi by using a modified framework of technology acceptance model. Important information was gathered utilizing organized questionnaire containing items of Facebook intensity, social self-efficacy, perceived ease of use, perceived usefulness, perceived playfulness (independent variables), intention to continue use (mediating variables), bridging social capital, and bonding social capital (dependent variables), while the specimen size includes 560 university students. Furthermore, the procedures utilized as a part of the study are reliability analysis, confirmatory factor analysis, partial least square-structural equation modeling to check the impact of these factors on the building of social capital. Findings show that Facebook intensity, perceived ease of use, perceived usefulness, perceived playfulness, and social self-efficacy have a positive and significant impact on intention to continue use, while intention to continue use has a positive and significant impact on both dependent variables bridging social capital and bonding social capital concluding that social networking sites (Facebook) are helpful in building and maintaining social capital by creating intention to continue using them. This study provides useful insights about the youth experience of using Facebook and sharing information. Also, marketers would get benefit as this study would allow them to adopt effective marketing strategies.