The relationship of brand image and service quality on student loyalty of a university shop / Saida Farhanah Sarkam, Nurul Syafika Mohd Nasir and Shatina Saad

• Main Authors: Sarkam, Saida Farhanah, Mohd Nasir, Nurul Syafika, Saad, Shatina
• Format: Article
• Language: English
• Published: Universiti Teknologi MARA, Perlis 2019
• Subjects: Branding (Marketing); Market surveys. Including brand choice. Brand loyalty
• Online Access: http://ir.uitm.edu.my/id/eprint/41815/1/41815.pdf; http://ir.uitm.edu.my/id/eprint/41815/; https://jurnalintelek.uitm.edu.my/index.php/main

The study aimed is to examine the relationship of brand image and service quality towards student loyalty in purchasing at a university shop, namely UniShop, in the southern state of Malaysia. By understanding student loyalty, the university management might encourage students to shop at the UniShop...