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Factors Affecting Satisfaction and Loyalty in Higher Education at Public Universities in Chengdu: A Case Study of Alumni in China |
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| รหัสดีโอไอ | |
| Creator | Lijie Sun |
| Title | Factors Affecting Satisfaction and Loyalty in Higher Education at Public Universities in Chengdu: A Case Study of Alumni in China |
| Publisher | Assumption University Press |
| Publication Year | 2569 |
| Journal Title | The Scholar: Human Sciences |
| Journal Vol. | 18 |
| Journal No. | 2 |
| Page no. | 130-139 |
| Keyword | Alumni, Higher Education, Satisfaction, Loyalty |
| URL Website | https://assumptionjournal.au.edu/index.php/Scholar/article/view/9038 |
| Website title | The Scholar: Human Sciences |
| ISSN | 2586-9388 |
| Abstract | Purpose: This article explores the factors affecting satisfaction and loyalty in higher education at public universities in Chengdu, using a case study of an alumni survey in China. The research focuses on the following aspects: causal relationships related to teaching staff (TS), curriculum (CC), infrastructure facilities (IF), placement services (PS), image (IM), student satisfaction (SS), and student loyalty (SL) in higher education. Research design, data and methodology: This study employed a quantitative research method (n=501) to distribute a questionnaire on satisfaction and loyalty in higher education in Chengdu, China, targeting alumni. Reliability and validity were tested through IOC and pilot testing. Judgmental sampling first selected Sichuan University alumni, followed by stratified random sampling to determine the population ratio. An online questionnaire facilitated convenient sampling for data collection. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to analyze valid responses. Results: The research reveals that teaching staff, curriculum, infrastructure, and image have a significant positive impact on student satisfaction. Additionally, student satisfaction strongly influences student loyalty. However, the impact of placement services on student satisfaction is not significant. Conclusions: The seven hypotheses proposed in the study align with the research objectives. The findings provide a reliable basis for university administrators to formulate and optimize higher education development plans. |
