Validating the Student Loyalty Model for an Open Distance Learning Institution
University students’ loyalty is a key factor that contributes to the long term growth and survival of a university. The aim of this research is to develop a comprehensive university student loyalty model that incorporates important constructs in service quality dimension and relationship quality...
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| Main Authors: | , |
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| Format: | Article |
| Published: |
ASEAN Journal of Open and Distance Learning
2014
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| Subjects: | |
| Online Access: | http://library.oum.edu.my/repository/1017/1/library-document-1017.pdf http://library.oum.edu.my/repository/1017/ |
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| Summary: | University students’ loyalty is a key factor that contributes to the
long term growth and survival of a university. The aim of this
research is to develop a comprehensive university student
loyalty model that incorporates important constructs in service
quality dimension and relationship quality dimension. The study
sample comprised of 2068 respondents who are undergraduate
students from an open distance learning institution. Exploratory
factor analysis through principal component technique with
varimax rotation of the 48 items questionnaire from four
constructs was able to account for 79.27% for the variance in
student loyalty. The proposed model was empirically tested to
validate the framework. Structural Equation Modeling was
employed to test the significance of relationship between the
constructs in the instrument. Results confirmed that all path
coefficients reflecting the relationship between constructs are
statistically significant. Students’ loyalty is significantly influenced
by trust, emotional commitment and satisfaction. Path analysis
suggests that service quality impacts loyalty through satisfaction,
trust and emotional commitment. In this study, it is seen clearly
that customers’ satisfaction plays the role of mediator in the
effects of service quality on student loyalty. The path analysis
also confirmed that trust and emotional commitment have direct
effects on loyalty. Hence, acquiring students’ satisfaction through
quality services, building trust and emotional commitment are
import aspects in securing students’ loyalty. (Abstract by authors) |
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