Analysis of service quality, university image and student satisfaction on student loyalty in higher education in Nigeria

• Main Authors: Usman, Umar, Mohd Mokhtar, Sany Sanuri
• Format: Article
• Language: English
• Published: Medwell Journals 2016
• Subjects: LB2300 Higher Education
• Online Access: http://repo.uum.edu.my/21287/1/IBM%2010%2012%202016%202490%202502.pdf; http://repo.uum.edu.my/21287/; https://www.medwelljournals.com/abstract/?doi=ibm.2016.2490.2502

The purpose of this paper is to explore the relationship among service quality, university image and student satisfaction and student loyalty in higher education in Nigeria, A structured questionnaire was adopted and modified.The hypotheses were simultaneously tested on a sample of 446 students out of 650 distributed, giving a response rate of 68.62%. Structural Equation Modeling analytical techniques were used to assess the relationships among the variables under investigation. The findings of this study have shown significant relationships among the variables under investigation.The research was limited to the first six generation universities in Nigeria and the study used cross-sectional design. Despite the significant ofservice quality, student satisfaction and student loyalty, this study contributes in adding to the body of knowledge in HEIs in Nigeria. Also, to the best of the authors’ knowledge there is no study published that explores the influence of service quality, student satisfaction and its relationship to how students perceive the offered service whether they are satisfied or not and most importantly whether they will retain dealing with the institution or not.