Building students’ loyalty through superior university entities

• Main Authors: Mahayuddin, Nafiza, Saad, Mazni, Wan Mohamad, Wan Nurul Fatimah, Ahmad, Aznita, Ong, Mohd Hanafi Azman
• Format: Conference or Workshop Item
• Language: English; English
• Published: Arshad Ayub Graduate Business School, UiTM 2018
• Subjects: H62 Study and teaching. Research; LB2300 Higher Education
• Online Access: http://irep.iium.edu.my/65685/1/65685_Building%20students%E2%80%99%20loyalty.pdf; http://irep.iium.edu.my/65685/7/65685_Building%20students%E2%80%99%20loyalty%20through%20superior%20university%20entities_Scopus.pdf; http://irep.iium.edu.my/65685/; http://aicobm.uitm.edu.my/

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...