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: Article
• Language: English; English
• Published: Malaysian Consumer and Family Economics Association 2019
• Subjects: H Social Sciences (General); HD4801 Labor. Work. Working class; HF5001 Business. Business Administration; HF5717 Business communication
• Online Access: http://irep.iium.edu.my/80071/1/80071_Building%20Students%E2%80%99%20Loyalty%20through%20Superior_article.pdf; http://irep.iium.edu.my/80071/2/80071_Building%20Students%E2%80%99%20Loyalty%20through%20Superior_scopus.pdf; http://irep.iium.edu.my/80071/; http://www.majcafe.com/wp-content/uploads/2019/10/2019-Vol-22-S1-Article-10.pdf

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 fur...