Abstract
Students are the primary stakeholders in higher education institutions (HEIs), and ensuring the quality of education and meeting their requirements and expectations is crucial for HEIs to remain competitive in the education market. This study aimed to identify the determinants of student loyalty in higher education. A descriptive and analytical study was conducted, randomly selecting 250 undergraduate students from Kannur University in Kerala. Statistical tools such as one-sample t-test and multiple regression were employed to analyze the data. The study results revealed that HEIs in Kerala place significant importance on various aspects of the academic program, including the quality of teaching, experience and qualifications of faculties, innovative teaching methods, curriculum relevance, and quality of academic facilities. Additionally, HEIs in Kerala have a positive reputation in the educational market, and students expressed satisfaction with higher education in the region. Students also exhibited a sense of belongingness and trust towards higher education institutions. The study also found that student satisfaction, institutional reputation, trust, and perceived quality significantly influenced students' loyalty towards higher education institutions. However, the sense of belongingness did not demonstrate a significant impact on student loyalty. The study highlights the importance of addressing student requirements and expectations, as well as ensuring the quality of education in HEIs.
Published Version
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