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Factors Affecting Student Satisfaction and Loyalty: A Case Study of Xihua University |
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| รหัสดีโอไอ | |
| Creator | Yang Song |
| Title | Factors Affecting Student Satisfaction and Loyalty: A Case Study of Xihua University |
| Publisher | Assumption University Press |
| Publication Year | 2565 |
| Journal Title | AU-GSB e-Journal |
| Journal Vol. | 15 |
| Journal No. | 1 |
| Page no. | 174-184 |
| Keyword | Teaching Quality, Academic Support, Satisfaction, Loyalty, Higher Education |
| URL Website | http://www.assumptionjournal.au.edu/index.php/AU-GSB/article/view/6161 |
| Website title | AU-GSB e-Journal |
| ISSN | 1906-3296 |
| Abstract | Purpose: The purpose of this study is to determine factors influencing student satisfaction and loyalty in higher education, using Xihua University in Chengdu, Sichuan province, China as a case study. The conceptual framework proposed the causal relationship between seven variables, including administration, facility, teaching quality, academic support, satisfaction, image and loyalty. Research design, data and methodology: The researcher applied quantitative method, distributing questionnaires to 500 students in Xihua university in Chengdu. The sampling techniques include judgmental sampling, stratified random and convenience sampling. The Structural Equation Model (SEM) and Confirmatory Factor Analysis (CFA) were used for the data analysis including model fit, reliability, and validity of the constructs. Results: The results explicated that satisfaction presented strongest impact on loyalty and image had a strong influence on satisfaction and loyalty. In addition, facility, teaching quality and academic support had an impact on satisfaction. Nonetheless, the relationship between administration and satisfaction was not significant. Conclusions: The research findings have met research objectives. Therefore, it is recommended that the management executives and academic portioners of higher education institutions should pay attention to raise the level of administration, facilities, teaching quality, academic support and image to improve student satisfaction and loyalty. |
