What is Loyalty

Increased competition between universities is generating the need for in-depth analysis of the processes underlying evaluation of university service because of its implications for student behaviour. Cross-cultural analysis of student perceptions is a fundamental approach. This chapter attempts to review the concept in the light of dimensional models of culture proposed by Hofstede (1980, 2001) and Schwartz (1994). Thus, based on a theoretical framework that reviews the main contributions to the concept of culture and evaluation of university service, a proposal has been developed for evaluating university service from a cross-cultural approach. The results show cultural differences between students from four different nationalities. Furthermore, Hofstede’s (2001) model has been found to be the most appropriate for evaluating cultural differences in this context.