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Determinants of students’ loyalty to university: A service-based approach

Author

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  • Ali, Mazhar
  • Ahmed, Masood

Abstract

This study is conducted to find determinants of student loyalty to the university. The determinants of student loyalty have been studied before, but the majority of the studies have covered just main determinants of loyalty such as student satisfaction, service quality and university image, but ignored university switching cost as a factor of student loyalty, interrelationships of all these antecedents and their collective impact on student loyalty. Despite many studies on student loyalty, the literature still lacks the comprehensive definition of student loyalty. This study has been conducted to fill these knowledge gaps and propose a comprehensive model depicting elaborate relationships of all important antecedents of student loyalty. This study has covered perceived academic quality, perceived administrative quality, physical facilities, student satisfaction, university image, and university switching cost as determinants of student loyalty. The data is analyzed through Exploratory Factor Analysis and structural equation modeling (SEM) using AMOS. The results reveal the significant impact of student satisfaction and perceived university image on student loyalty. This study has important implications for academics to enhance student loyalty.

Suggested Citation

  • Ali, Mazhar & Ahmed, Masood, 2018. "Determinants of students’ loyalty to university: A service-based approach," MPRA Paper 84352, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:84352
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    File URL: https://mpra.ub.uni-muenchen.de/84352/1/MPRA_paper_84352.pdf
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    References listed on IDEAS

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    Cited by:

    1. Sue Ling Lai & Hiep-Hung Pham & Hong-Kong To Nguyen & The-Cuong Nguyen & Anh-Vinh Le, 2019. "Toward Sustainable Overseas Mobility of Vietnamese Students: Understanding Determinants of Attitudinal and Behavioral Loyalty in Students of Higher Education," Sustainability, MDPI, vol. 11(2), pages 1-17, January.
    2. Chofor Joyvice & Johannes Tabi Atemnkeng & Molem Christopher Sama & MBU Sunday Agbor & NEBA Noela Buwah, 2019. "The Effect of Deceptive Marketing Communication on the Brand Equity of Private Higher Education Institutions (PHEIs) in the Northwest and Southwest Regions of Cameroon," International Journal of Social and Administrative Sciences, Asian Economic and Social Society, vol. 4(1), pages 1-13, March.

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    More about this item

    Keywords

    student loyalty; university switching cost; perceived service quality; student satisfaction; university image;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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