The Challenges of Student Satisfaction and Student Loyalty in Malaysian University

The approach to building university image deals with student trust, student satisfaction, and student loyalty. However, few studies are available on university image context and its role on student loyalty. University image is considered a vital component of the educational sectors' success in recent years. With the current increase in public and private universities across Malaysia, the academic industry has become increasingly competitive. The circumstance necessitates Universities to focus their energies on creating a positive corporate image by increasing student loyalty. Trust and satisfaction play an essential role in order to achieve and maintain student loyalty. The research also reviewed the relationship between student trust and student satisfaction to establish their relationship with student loyalty.

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THE INFLUENCE OF CORPORATE IMAGE, SERVICE QUALITY, PERCEIVED VALUE TOWARD STUDENT SATISFACTION AND STUDENT LOYALTY

Jurnal Manajemen dan Pemasaran Jasa ◽

10.25105/jmpj.v9i2.1460 ◽

2018 ◽

Vol 9 (2) ◽

pp. 239

Author(s):

Gatri Lunarindiah

Keyword(s):

Service Quality ◽

Student Satisfaction ◽

Perceived Value ◽

Corporate Image ◽

Student Loyalty

Student satisfaction and student loyalty are important factors in business education. This research was conducted with the goal to test and analyze the influence of corporate image, service quality and perceived value on student satisfaction and student loyalty. The object of the sample is students of the Economics and Business Faculty of Trisakti University as many as 150 respondents and the analysis was done by using the method of Structural Equaton Model (SEM) producing conclusion that the corporate image, service quality and perceived value proved to be positive and significantly influential upon student satisfaction and service quality also proved to have a positively significant effect on student loyalty. There is a hypothesis that student satisfaction is not proven positively influencial upon student loyalty.

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The influence of service quality, university image on student satisfaction and student loyalty

Benchmarking An International Journal ◽

10.1108/bij-07-2018-0212 ◽

2019 ◽

Vol 26 (5) ◽

pp. 1533-1549 ◽

Cited By ~ 5

Author(s):

Teddy Chandra ◽

Layla Hafni ◽

Stefani Chandra ◽

Astri Ayu Purwati ◽

Jennifer Chandra

Keyword(s):

Service Quality ◽

Student Satisfaction ◽

Significant Influence ◽

Design Methodology ◽

Content Type ◽

Five Dimensions ◽

Student Loyalty ◽

University Image ◽

Strongly Agree ◽

Quality In Education

Purpose The purpose of this paper is to determine the influence of service quality and university image on student satisfaction and student loyalty. Design/methodology/approach This study employed a set of survey instrument adapted from previous studies. The construct of the service quality consisted of 12 indicators, one of which was originally designed by the researcher, and the rest were adapted from other researchers. For the construct of university image, there were five indicators, while the rest were designed by the researcher. There were six indicators of construct student satisfaction, while the other three were designed by the researcher. Lastly, the construct student loyalty consisted of five indicators, three of which were originally designed by the researcher. All of those constructs used seven-point Likert scale scoring, which ranged from 1= strongly disagree to 7= strongly agree. Findings The findings of this study are as follows: the result of the data analysis has confirmed the existence of a positive and significant influence of service quality on student satisfaction, there is a positive and significant influence of student satisfaction on student loyalty, there is no positive or significant influence of service quality on student loyalty, and university image has a positive and significant influence on both student satisfaction and student loyalty. Originality/value The originality of this study has been confirmed, considering the fact that only few studies on service quality in education field were conducted. In this study, researchers were interested in developing the service quality based on five dimensions. This model have been applied by a number of researchers. Unfortunately, some other researchers showed their disagreements upon the use of only these five dimensions in the research in the field of education, and they suggested that more appropriate dimensions should be applied.

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The Effect of Satisfaction on Trust, Social Identification and Loyalty Amongst International Students in Malaysian Public Universities

Al Hikmah International Journal of Islamic Studies and Human Sciences ◽

10.46722/hkmh.4.3.21k ◽

2021 ◽

Vol 4 (3) ◽

pp. 227-247

Author(s):

Abdul Hakeem Alade Najimdeen ◽

Ismail Hussein Amzat ◽

Kamal Jamil Badrasawi

Keyword(s):

International Students ◽

International Education ◽

Student Satisfaction ◽

International Student ◽

Public Universities ◽

Social Identification ◽

Public And Private ◽

Campus Engagement ◽

Student Loyalty ◽

The University

This study was conducted to examine the effects of student’s satisfaction on student’s trust, social identification, and loyalty amongst international students in Malaysian public higher institutions. It was conducted due to low research outputs on these variables among international students in Malaysia. A theoretical literature review was conducted, and an adapted survey of Student Loyalty Model was used to collect the data from four public universities in Malaysia, while regression analysis was performed to check for the effect of satisfaction on other variables. The findings showed that student’s trust, social identification, and loyalty can predict student’s satisfaction. International student satisfaction has a strong effect on trust (B=0.401), but a weak effect on social identification (B=0.220) and loyalty (B=0.131). The results indicated that the gaps in international students’ satisfaction can be minimized by improving the aspects of student loyalty and identification with the university through campus engagement and non-academic programs. The study also recommended carrying out further research within a larger population of students in public and private universities to compare their perceptions and to benefit from the experiences and successes of other international education destinations.

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Measuring the Effect of Service Quality and Corporate Image on Student Satisfaction and Loyalty in Higher Learning Institutes of Technical and Vocational Education and Training

International Journal of Engineering and Advanced Technology - Regular Issue ◽

10.35940/ijeat.e1077.0585c19 ◽

2019 ◽

Vol 8 (5C) ◽

pp. 533-538

Keyword(s):

Service Quality ◽

Student Satisfaction ◽

Structural Model ◽

Measurement Model ◽

Corporate Image ◽

Higher Learning ◽

Vocational Education And Training ◽

Future Research ◽

Direct Effects ◽

Student Loyalty

The 11th Malaysia Plan has emphasized that TVET HLIs is expected to increase the number of enrolment, improve quantity and quality of graduate to meet industry demand. However, in a competitive higher learning industry, previous researches revealed that TVET HLIs are facing challenges such as service quality and corporate image that potentially effect student satisfaction and loyalty. The main objective of this research is to measure the effects of service quality and corporate image on student satisfaction and loyalty. Stimulus- OrganismResponse (SOR) model was adapted in conceptualizing the relationship between the constructs. The scope of study is focus on student from TVET HLIs which is Universiti Kuala Lumpur (UniKL). This study adapted quantitative method whereby questionnaires was used as instrument for data collection. 398 data were collected and analyzed using PLS-SEM. The measurement model indicated that the measurement items are reliable and valid. The structural model indicates that there is a significance and direct effects of service quality and corporate image on student satisfaction and student loyalty. In addition, student satisfaction also has significance and direct effects on student loyalty. In the future research, it is suggest to extend the scope to other TVET HLIs and public HLIs.

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Exploring Mediating Role of Corporate Image between Service Quality and Student Loyalty using PLS-SEM

International Journal of Innovative Technology and Exploring Engineering - Special Issue ◽

10.35940/ijitee.c9233.019320 ◽

2020 ◽

Vol 9 (3) ◽

pp. 2726-2730

Keyword(s):

Service Quality ◽

Structural Model ◽

Measurement Model ◽

Corporate Image ◽

Mediating Effect ◽

Vocational Education And Training ◽

Future Research ◽

Student Loyalty ◽

The Government ◽

The Relationship

The demand on high skill graduate shows increasing trend in the context of Malaysia. Current supply of higher skill graduate is in adequate to support the industry. Thus, the government expected that, the number of student enrolment in higher Technical and Vocational Education and Training (TVET) institutions to be increased. Recent studies highlighted that service quality and corporate image are two critical factors that influence student loyalty. However, the mediating effect of corporate image has given less attention in the previous research. Thus, the purpose of this research is to explore the mediating effect of corporate image on the relationship between the service quality and student loyalty. The scope of this study is final year student of higher TVET universities. 398 of completed questionnaires were analyzing using SPSS and Smart-PLS. The measurement model shows that all constructs are reliable. While the structural model result showed that there is a direct and significant effect of corporate image on the relationship between service quality and student loyalty. The mediating test indicates that there is a partial mediation of corporate image on the relationship between service quality and student satisfaction. Future research is suggested to explore in depth on other factors that could have mediate the relationship between service quality and student loyalty.

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Assessing the Causal Relationship of Service Quality and Corporate Image on Student Satisfaction and Loyalty among the Technical Universities Students

International Journal of Innovative Technology and Exploring Engineering - Special Issue ◽

10.35940/ijitee.c9223.019320 ◽

2020 ◽

Vol 9 (3) ◽

pp. 2417-2421

Keyword(s):

Service Quality ◽

Student Satisfaction ◽

Causal Relationship ◽

Structural Equation ◽

Corporate Image ◽

Partial Least Square ◽

Least Square ◽

Equation Modeling ◽

Student Loyalty ◽

Relationship Of

Past studies in various areas indicated that customer loyalty is very critical. For technical universities, student loyalty is crucial in this intense competitiveness market. The main purpose of this research is to investigate the causal relationship of service quality, corporate image and student’s satisfaction towards student loyalty. Scope of this research is technical universities in Malaysia. This research involved quantitative approach whereby survey questionnaires were used as instrument for data collection. 398 of returned questionnaires has been analyzed by using Partial Least Square (PLS)-Structural Equation Modeling (SEM). All exogenous constructs empirically found to have causal relationships with student loyalty. This study proved that student loyalty is influenced by service quality, corporate image of universities and student satisfaction.

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Antecedents of Student Loyalty in Open and Distance Learning Institutions: An Empirical Analysis

The International Review of Research in Open and Distributed Learning ◽

10.19173/irrodl.v21i3.4590 ◽

2020 ◽

Vol 21 (3) ◽

Author(s):

Yon Rosli Daud ◽

Mohd Rushidi bin Mohd Amin ◽

Jeannot bin Abdul Karim

Keyword(s):

Distance Learning ◽

Service Quality ◽

Significant Relationship ◽

Sampling Technique ◽

Perceived Service Quality ◽

Student Loyalty ◽

University Image ◽

Open And Distance Learning ◽

Learning Institutions ◽

The Relationship

The purpose of this research is to examine the relationship between factors leading to student loyalty in open and distance learning universities. Specifically, this research explores the relationship between perceived service quality, perceived e-service quality, and university image as mediators of student loyalty in Open University Malaysia (OUM). Data were collected from 16 OUM learning centres throughout Malaysia. A purposive stratified convenience sampling technique was applied and a sample size of 752 respondents was obtained. The data indicated that perceived service quality has a positive and significant relationship with both university image and student loyalty. Similarly, it was found that perceived e-service quality has a positive significant relationship with both university image and student loyalty. University image acted as a mediator both in the relationship between perceived service quality and student loyalty, and in the relationship between perceived e-service quality and student loyalty.

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Which Matters More in Higher Education: Social Environment or Teaching Excellence? A Comparison Between Private and Public Universities

Yuksekogretim Dergisi ◽

10.2399/yod.19.021000 ◽

2021 ◽

Vol 11 (1) ◽

pp. 51-62

Author(s):

Önder Kethüda

Keyword(s):

Higher Education ◽

Student Satisfaction ◽

Social Environment ◽

Undergraduate Students ◽

Structural Equation ◽

Higher Education Institutions ◽

Equation Modeling ◽

Teaching Excellence ◽

Student Loyalty ◽

University Image

The competition among higher education institutions to attract and retain prospective students is constantly getting fiercer. Therefore, it is important to investigate the factors that affect student satisfaction, student loyalty, and perceived image of a university. This study aims to identify and compare the influence of social environment and teaching excellence provided to students on institutions' university image, student satisfaction, and student loyalty. The data were collected from 829 undergraduate students who were studying at 15 universities, five public and ten private, in Istanbul. The data were analyzed by Structural Equation Modeling. The hypotheses were tested by using path analysis in AMOS and Independent Sample t-Test in SPSS. The results provide evidence that both social environment and teaching excellence have a direct significant influence on the image of a university and student satisfaction, together with an indirect influence on student loyalty through university image and student satisfaction. Some suggestions for higher education institutions are made based on the differences between coefficients among variables.

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The Effect of Lecturers’ Competency on Students’ Satisfaction through Perceived Teaching Quality

KnE Social Sciences ◽

10.18502/kss.v4i9.7311 ◽

2020 ◽

Author(s):

Sopiah Suwarni ◽

Achmad Moerdiono ◽

Ita Prihatining ◽

E.M. Sangadji .

Keyword(s):

Path Analysis ◽

Student Satisfaction ◽

Indirect Effect ◽

Teaching Quality ◽

Public And Private ◽

Positive Direct ◽

The Relationship ◽

Students Satisfaction ◽

Significant Direct Effect ◽

Analyze Data

There have been a number of studies into the effect of lecturer competency on student satisfaction, however the certainty of the relationship between variables is still unclear. The increasing number of students enrolling in universities should be balanced by provision of good-quality teaching to enhance students’ satisfaction. The aim of the study is to examine the effect of lecturers’ competency on students’ satisfaction directly or indirectly through perceived teaching quality. Path analysis are used to analyze data from 180 lecturers and 600 students from 6 public and private universities in East Java, Indonesia. The main findings of the study are firstly that the lecturers’ competency exerts a positive and significant direct effect on perceived teaching quality, secondly that there is a significant positive direct correlation between perceived teaching quality and students’ satisfaction, and thirdly that there is a significant positive indirect effect the between lecturers’ competency and students’ satisfaction through perceived teaching quality. Keywords: lecturers’ competency, perceived teaching quality, students’ satisfaction

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The role of university switching costs, perceived service quality, perceived university image and student satisfaction in shaping student loyalty

Journal of Marketing for HIGHER EDUCATION ◽

10.1080/08841241.2021.1975184 ◽

2021 ◽

pp. 1-22

Author(s):

Mazhar Ali ◽

Huma Amir ◽

Masood Ahmed

Keyword(s):

Service Quality ◽

Student Satisfaction ◽

Switching Costs ◽

Perceived Service Quality ◽

Student Loyalty ◽

University Image

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