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Building students’ loyalty through superior university entities

Mahayuddin, 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, 22 (51). 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 the 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: 8533/80071
Uncontrolled Keywords: Satisfaction; students’ loyalty; quality services; higher education institutions; Malaysia.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD4801 Labor. Work. Working class
H Social Sciences > HF Commerce > HF5001 Business. Business Administration
H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5717 Business communication
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button): Kulliyyah of Languages and Management
Depositing User: Engku Norulizati Engku Aziz
Date Deposited: 12 Aug 2020 10:10
Last Modified: 12 Aug 2020 10:10
URI: http://irep.iium.edu.my/id/eprint/80071

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