The Antecedents of Purchasing Intentions for Educational Complex Solutions in Egyptian Higher Education

The current research investigates the key factors influencing purchasing intention for educational complex solutions (ECS) in Egyptian higher education institutions. It examines the impact of after-sales service, perceived quality, perceived price, word-of-mouth (WOM), experience, and salesperson expertise. A mixed-methods approach was adopted, starting with qualitative interviews followed by a structured questionnaire administered to 440 decision-makers, yielding 410 valid responses (93.2% response rate). Data were analyzed using SPSS V.26, incorporating descriptive and inferential statistics. Results confirmed that all six factors after-sales service, perceived quality, perceived price, word-of-mouth (WOM), past experience, salesperson expertise, significantly affect purchasing intention. The findings offer strategic insights for educational complex solutions (ECS) vendors aiming to strengthen their market presence in Egypt’s educational sector.