Investigation on Mediating Role of Corporate Image of University on the Link Between Service Quality and Student Loyalty (original) (raw)
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2018
The main purpose of this study is to investigate the mediation effect of corporate image and students' satisfaction on the relationship between service quality and students' loyalty in technical vocational and education and training (TVET) of higher learning institutes (HLIs). The respondents of this study were final year students from TVET HLIs in Malaysia. Using proportionate stratified sampling and followed by convenience sampling method, 431 questionnaires were distributed to nine higher TVET institutions. From that, 398 questionnaires were used for data analysis using SPSS version 22 and SmartPLS 3.0. The measurement model showed that the constructs were reliable and valid. Meanwhile, the structural model showed that there is a direct and significance relationship among all constructs. Two mediators were tested in this research which were service quality and corporate image. Bootstrapping procedure indicated that there was a direct and significant effect between latent constructs. The mediating test statistically showed that there was a partial mediation of student satisfaction and corporate image on the relationship between Sallaudin Hassan et al. 94 service quality and student loyalty. This research recommended that TVET HLIs should improve the level of service quality, corporate image, and satisfaction to ensure student satisfaction and loyalty.
International Journal of Innovative Technology and Exploring Engineering
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.
Asian Academy of Management Journal
The main purpose of this study is to investigate the mediation effect of corporate image and students' satisfaction on the relationship between service quality and students' loyalty in technical vocational and education and training (TVET) of higher learning institutes (HLIs). The respondents of this study were final year students from TVET HLIs in Malaysia. Using proportionate stratified sampling and followed by convenience sampling method, 431 questionnaires were distributed to nine higher TVET institutions. From that, 398 questionnaires were used for data analysis using SPSS version 22 and SmartPLS 3.0. The measurement model showed that the constructs were reliable and valid. Meanwhile, the structural model showed that there is a direct and significance relationship among all constructs. Two mediators were tested in this research which were service quality and corporate image. Bootstrapping procedure indicated that there was a direct and significant effect between latent constructs. The mediating test statistically showed that there was a partial mediation of student satisfaction and corporate image on the relationship between Sallaudin Hassan et al. 94 service quality and student loyalty. This research recommended that TVET HLIs should improve the level of service quality, corporate image, and satisfaction to ensure student satisfaction and loyalty.
International Journal of Engineering and Advanced Technology, 2019
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- Organism- Response (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 ...
International Journal of Innovative Technology and Exploring Engineering, 2020
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 signific...
2019
The 11th Malaysia Plan has emphasised that TVET HLIs is expected to increase the number of enrolment, improve quantity and quality of graduate to meet industry demand. This is not an easy task. In a competitive higher learning sector, previous researches revealed that TVET institutes is facing challenges such as service quality and image issue which could have effect the level of student satisfaction and loyalty. Thus, the main objective of this research is to measure the linkages of service quality, corporate image, student satisfaction and loyalty in one framework for TVET HLIs. Stimulus- Organism- Response (SOR) model is adapted to conceptualise the relationship between the constructs. Six hypotheses have been developed. The scope of study is focus on student from TVET HLIs under higher education institutes of Council of Trust for the People (MARA). Since this study adapted quantitative method, a set of questionnaire was used for data collection. 398 data were collected and anal...
Building Corporate Image and Securing Student Loyalty in the Malaysian Higher Learning Industry
2009
The increase in the numbers of both public and private higher learning institutions (HLI) in Malaysia has resulted in the industry becoming relatively very competitive. The situation calls for HLIs to focus on establishing a strong corporate image and providing student satisfaction to secure their loyalty. Delivering quality services would lead to student satisfaction and loyalty. This study reports on a research finding that undertakes to examine the effect of service quality and corporate image on students' satisfaction and loyalty among outgoing Business and Management undergraduates of a public HLI in Malaysia. Structural Equation Modelling (SEM) was used to test the proposed hypothesised model in the study. The findings of the study illustrate, that although service quality has direct influence on students' satisfaction, it has no significant effect on student loyalty. However, students' satisfaction has a significant influence on student loyalty. The study also suggests that corporate image has direct influence on students' satisfactions and loyalty. Hence, securing students' satisfaction through delivering high-quality services and investing in building strong and positive corporate image are important factors in gaining students loyalty.
At a very high competitive conditions, companies are oriented on customer satisfaction alone is no longer reliable as a competitive advantage because the company has another party to do the same. Therefore, management must emphasize commitment to achieve the goal that gave a positive value on the image / corporate image and grow customer loyalty. Company needs to to measure the level of consumer satisfaction, in order to quickly find out what things of the products or services that make the consumer is not satisfied, and then find a solution so that consumers still have a sense of loyalty to the company. A research on "why customers run" found that most customers are running due to "nonchalance of manufacturers'
Proceedings of the 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018), 2019
The selection process for excellent input (i.e., student) at the university has become the main issue in the higher education industry in recent years. More specifically, many top universities at the level of national and/or international select the excellent student candidate until the remote area in Indonesia. Thus, it makes local public universities in West Sumatera province also face high competition to finding the excellent candidate which is, excellent input is important to build university brand image. Therefore, this study investigates the determinants of customer satisfaction and student loyalty at Universitas Negeri Padang (UNP). By reason of there have been limited studies on mediating effect, this paper introduces the university brand image as a moderator. The researchers collected data from the student at UNP and path analysis was used to examine the research framework. The empirical findings show that student satisfaction is an important determinant of student loyalty. The interesting finding, university brand image has significantly mediating on the relationship between satisfaction and loyalty. The findings suggest that university brand image should be considered by the university's management as a good alternative for building student loyalty.
The impact of corporate image on students' satisfaction and loyalty
2018
Over the last few years, institutional image has become an important element to the competitiveness of higher education institutions. The increase in the number of both public and private higher education institutions (HEI) in Malaysia has resulted in the industry becoming relatively very competitive. The situation calls for HEIs to focus on establishing a strong corporate image by improving students’ satisfaction and loyalty. Thus, this study aims to examine the relationship between the students’ satisfaction and loyalty towards corporate image of UiTM Kuala Terengganu. A sample of 306 students was selected among undergraduate students at UiTM Kuala Terengganu. Descriptive analysis, Pearson correlation and multiple regressions were employed to achieve the objectives of the study. The findings of the study illustrate that, students’ satisfaction and loyalty were found to be significant drivers of the corporate image of UiTM Kuala Terengganu which students’ loyalty emerged as the mai...