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.

THE COLLEGE SELECTION BASED ON THE EDUCATION COST, UNIVERSITY IMAGE AND LECTURER QUALITY

The purpose of this paper is to analyze the effect of education cost, university image and quality of lecturers on student decisions to choose a college. To achieve the proposed goals, a model is applied that reflects the effect of education costs, university image and quality of lecturers on student decisions to choose universities. This model was tested through the use of multiple linear regression equations and the sample was 388 student candidates. The conceptual model shows that the image of a university is the most influential construct on student decisions to choose a campus, followed by the quality of lecturers and the cost of education. In this paper, the cost of education variable produces a reliability of 0.861, a college image of 0.918 and a lecturer quality of 0.937. Further research is needed in order to find more reliable measurements of indicators of education cost, university image and quality of lecturers. The image of a university is the highest impression that is in the minds of students in choosing a university, followed by the quality of lecturers and the cost of education. Proven. The results show that the image of the university, the quality of the lecturers and the cost of education have an influence on student decisions to choose a campus.

The Application of Word of Mouth in Building Community Trust and University Brand Image on Selection Decision for UPBJJ-UT Ternate

This study examines the application of word of mouth to build community trust and university brand image on the community selection decision for UPBJJ-UT Ternate. The samples were obtained from eight regencies in North Maluku Province through a survey method aided with Smart PLS 3.8 analysis. In addition to the insignificant effect of university image on community selection decision, the findings indicated that (1) university image has a significant effect on word of mouth, (2) community trust has a significant effect on word of mouth, (3) community trust has a significant effect on selection decision, and (4) word of mouth has a significant effect on community selection decision.

The Role of Co-Creating Value and Its Outcomes in Higher Education Marketing

This study examines the role of student co-creation behavior in contributing to student satisfaction, perceived university image, and student positive word of mouth (WOM). Using a sample of 513 students from a Taiwanese university and conducting partial least squares structural equation modeling, the findings indicate that co-creating value is critical to student satisfaction, university image, and positive WOM. The results also show the effect of student satisfaction and university image on student positive WOM. This study confirms the pivotal role of student participation in co-creating value in enhancing satisfaction with the university experience, creating and sustaining a positive image, and building the credibility of the university. This research is particularly important to higher education institutions because it has practical implications for decision-makers, brand managers, and HE marketers who wish to improve understanding of the relationship between the university and students in the process of co-creating value and its outcomes.

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

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.

What Matters to Malaysian Students Retention: University Image or External Environment?

In Malaysia, the growth of higher education institutions provides not only more opportunities but increasing competition within the industry. Despite its enormous potential, investigating student retention and its antecedents will provide vital input for the industry to sustain and strategize the most appropriate marketing actions. Therefore, this study aims to investigate how university image (program, facilities, reputation, and cost) and external environment (influences of peers and family and students’ achievement) have a relationship with students’ retention. A total of 300 university students participated in this study, which they were required to complete the online questionnaire. This study employed a correlational study using a cross-sectional design and close-ended questions. Remarkably, the finding of the current study confirmed only one dimension of the university image, namely reputation, had a positive relationship with students’ retention. In contrast, university image attributes such as program, facilities, cost; and external environment, which is peer/family influence and achievement, have no relationship with students’ retention. Future recommendations are also discussed in dealing with the students' retention issues concerning students’ characteristics such as socioeconomic status and the mediating variable effects.

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

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, 5 public and 10 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.