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Building students' loyalty through superior university entities

Mahyuddin, Nafiza and Saad, Mazni and Wan Mohamad, Wan Nurul Fatimah and Ahmad, Aznita and Ong, Mohd Hanafi Azman (2019) Building students' loyalty through superior university entities. Malaysian Journal of Consumer and Family Economics (MACFEA), 22 (S1). pp. 161-174. ISSN 1511-2802

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This study expands a previous qualitative investigation of students’ experience of existing entities in higher education institutions (HEIs) of Malaysia. We specifically investigated how experience impacted students’ loyalty which eventually drove them to return to the same university for further studies. The Structural Equation Model with Partial Least Square (PLS-SEM) was done on a selected group of 200 undergraduates from these institutions. The findings illustrated the top three reasons that positively and significantly influenced their academic progression at the same university as Campus Infrastructure, Support System, and Teaching Quality. The study therefore concludes that if the average level of these three entities were good, then the level of Student Loyalty would also excel accordingly. The study highlights the need for HEIs to enhance their reputation by continuously improving and upgrading these identified entities to attract the university’s main stakeholders to come back for more quality learning experience.

Item Type: Article (Journal)
Additional Information: 8533/76612
Uncontrolled Keywords: Satisfaction; students’ loyalty; quality services; higher education institutions; Malaysia.
Subjects: L Education > LC Special aspects of education > LC65 Social aspects of education
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button): Kulliyyah of Languages and Management
Depositing User: Dr Mazni Saad
Date Deposited: 01 Dec 2019 10:32
Last Modified: 01 Dec 2019 10:32
URI: http://irep.iium.edu.my/id/eprint/76612

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