Analysis on the antecedents of postgraduate students’ loyalty towards universities in MalaysiaTools Hussein, Ahmad Hata (2021) Analysis on the antecedents of postgraduate students’ loyalty towards universities in Malaysia. [Dissertation (University of Nottingham only)]
AbstractWhile research on undergraduate student loyalty and satisfaction has been numerous and a popular subject, there hasn’t been relatively enough coverage on postgraduate students. Higher education institutions in general consider student loyalty and satisfaction to be a yardstick in measuring quality assurance and particularly student satisfaction since it has become a measure used in rankings which in turn affects university reputation. Although the concepts of student loyalty and satisfaction have become increasingly prominent in marketing during the last 3 decades, there hasn’t been a consensus on the common framework on how these concepts can be effectively measured. The purpose of this study is to analyze the relationships between loyalty, satisfaction and other supporting constructs to describe a model that may be relevant to the fields of marketing and corporate communications in universities. Structural equation modeling (SEM) using partial least squares (PLS) path modeling method was used to analyze data obtained from a survey of 173 postgraduate students. The result of the analysis is presented in a model that describes student loyalty as a determinant in obtaining strategic advantage in the higher education market.
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