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A successful education system is a great asset for any society. However, what factors make an academic institution successful and how these factors interact with each other are not clear in literature. Therefore, the purpose of this paper is to develop and validate a model that explains success of private universities which entails clarification on theoretical understanding and explains the relationships among relevant variables.

Variables from information systems success models and marketing theories have been adapted in the context of private universities to theorize a conceptual model. In order to validate the model, this study employed quantitative approach. Survey data, collected from 326 respondents, were analysed using partial least squares algorithm.

The results suggest that: “curriculum quality”, “teaching competence”, “service facility”, and “service delivery …