Universiti Teknologi Malaysia Institutional Repository

Provide good service quality to satisfy students' needs and make them become loyal students

Liew, Kok Keong and Baharun, Rohaizat and Abdul Wahid, Nabsiah (2018) Provide good service quality to satisfy students' needs and make them become loyal students. International Journal of Supply Chain Management, 7 (1). pp. 36-42. ISSN 2051-3771

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Abstract

This research studies the relationship between student satisfaction and student loyalty within the higher education service. Knowing student expectation is insufficient, it is important to reduce the gap between expectation and the service actually rendered by higher education institutions. Identify the gaps for improvement. More specifically; i) to examine the cognitive and affective aspects of students' satisfaction and ii) to investigate crucial antecedents of satisfaction that lead to loyalty. From the 329 responses obtained from students in the public university in Malaysia, study found that the relationship between student satisfaction and student loyalty was only partially supported. Perceived benefits of the course, feedback and assessment, physical environment and emotional factors all play an important role in influencing positive word of mouth, willingness to pay more and switching behavior. The study has shown relationship among variables that contribute to satisfaction and loyalty. Higher educational institutions could consider these factors as indicators or pointers which would offer an added advantage to providing standards of service quality to satisfy students' needs and make them become loyal students.

Item Type:Article
Uncontrolled Keywords:Affective, Cognitive
Subjects:H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:Management
ID Code:86135
Deposited By: Widya Wahid
Deposited On:30 Aug 2020 16:57
Last Modified:30 Aug 2020 16:57

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