Co-creation innovation for business programs for educational institutions

Aspects related to the emotional dimension begin to be considered in order to generate loyalty in the provision of educational services. This contributes to the establishment of a dynamic long-term relationship with the organization. Therefore, this study sought to analyze the impact of affective commitment to the university, participation in service co-creation and customer engagement on the loyalty of graduate students. To examine this an empirical, explanatory and transversal research was conducted, and personal surveys were applied to 484 graduate students in Mexico. The results show that loyalty of postgraduate students to the university is explained by both affective commitment and participation in co-creating the service. In addition, there is an indirect effect between affective commitment and loyalty through participation in co-creation; however, in this context, the effect of engagement on loyalty could not be confirmed.

PurposeThis study investigates the antecedents of student loyalty towards universities. This study offers new insights into postgraduate loyalty in the context of the Malaysian higher education industry.Design/methodology/approachPartial least squares structural equation modelling is used to analyse data obtained from a survey of 231 postgraduate students in Malaysia.FindingsThe findings indicate that there is a significant relationship between price value and both student satisfaction and student loyalty. There are also strong relationships between learning environment and student satisfaction and between student satisfaction and student loyalty. While university prestige showed a significant relationship with student satisfaction, it is not related to student loyalty. Another important finding is that price value has a strong and direct relationship with both student satisfaction and student loyalty.Originality/valueThis study presents an updated empirical model of student loyalty. Contrary to previous studies, the results indicate that service quality is not related to student satisfaction. However, it is found to influence student loyalty towards the University. The results also indicate the important mediating effect of student satisfaction. This is the first study to look specifically at student satisfaction and loyalty of postgraduate students in Malaysia.

Today, increasing need, boosting quality of services in each two sectors (state-run and private) at higher education centers has caused researchers to study the influence of quality of services on satisfaction of students. Here, the problem is that positive and negative emotions are formed in mind of customers and satisfaction of customer is a subjective affair. If experience of two customers on the same and equal services is studied, one may be satisfied and the other may be dissatisfied and consequently, his/her selection will be based on his/her contemplation in this respect. The image of university means one positive attitude with regard to the place where there exists a very good and intimate relation among students, where the graduated take pride to the university where they have graduated from that university, where there is a national image towards it, where it is known as a research center, where there exists cultural cooperation, the place that student parties are active there and finally, the place that deserving facilities and amenities are offered. Hence, existence of a positive image on a university can bring about loyalty and satisfaction of students. The present study includes 3 hypotheses and methodology of the study which is based on descriptive-survey nature. Questionnaire is the main tool of the present study which was distributed randomly among 989 students. Partial least squares (PLS) were used for analysis of data and hypotheses test. The results show that image of university has meaningful effect on satisfaction and loyalty of students but brand image of the university has no meaningful and positive influence on expectations of students. Moreover, at this study, it was specified that quality of services, comprehended by the students, has direct and meaningful effect on satisfaction and value as comprehended by them. But it was clarified that expectations of students have no any meaningful influence on comprehended satisfaction and quality and also value comprehended by them. For preserving and safeguarding loyalty of students, marketing managers of the universities should take their utmost efforts to bring about special value for their brand. Loyalty is not created easily, but when it is created, it will last for a long time. Hence, result of the present study will have a very significant effect in concentrating on relations between students and brand for bringing about subjective value and image. Key words: University intellectual image, expectations, perceived value, students’ satisfaction, students’ loyalty.

Purpose Student loyalty in higher education sector helps college administrators to establish appropriate programs that promote, establish, develop and maintain successful long-term relationships with both current and former students. The purpose of this study is to propose the use of mediation model that links service quality and student loyalty via student satisfaction and test the direct and indirect effects of service quality on student loyalty with the mediation role of student satisfaction. Design/methodology/approach The study used survey research design and collected data from three oldest state universities in the state of Andhra Pradesh in India to find the relationships between service quality, student satisfaction and student loyalty in higher education sector using structural equation modeling. Findings This study tested the proposed research model and proved the mediator role of student satisfaction between service quality and student loyalty. Service quality has been found to be an important input to student satisfaction. The result also shows that while university provides no basis for differentiation among the constructs, age and gender play a major role in determining the different perceptions of students about the constructs investigated. Research limitations/implications The study focuses on student satisfaction, of which service quality is an important antecedent. Identification of other variables, besides service quality, is crucial to contribute to the overall student satisfaction. Similarly, it is just as critical to identify the other elements like value, image or institution reputation which may have direct impact on service loyalty. It would be more precise when the studies also consider the opinion of the students before joining the institute based on word of mouth of passed-out students and after finishing the course. Longitudinal studies to collect predictor and criterion variables before and after the course would be much stronger. Practical implications A clearer understanding of the relationship between service quality, satisfaction and loyalty that helps ensure the management to take better strategies to concentrate and improve the performance is aided by this study. It is interesting to note that the student loyalty is primarily affected by age and gender. This type of analysis helps to identify the target students who have high potential of defection. Social implications Higher education and their respective institutions seek to enhance socio-cultural and economic development to promote active citizenship by inculcating ethical values among students. The Indian higher education institutions are facing enormous issues related to quality in education. The changing nature and need of higher education services and an increase in competitive intensity necessitates higher performance levels in the realm of Indian higher education (universities). These can be achieved through a thorough understanding of the expectations of students and the importance placed by them on aspects found by the study such as teaching, administrative services, support services, hostel facilities, library and lab facilities and internationalization. Originality/value Previous studies have proved the mediation role of satisfaction between service quality and loyalty in marketing literature, but no significant studies have empirically tested the same in higher education sector. The service quality measurement in higher education is complex because of some unique features like customers’ (student) cognitive participation in the service process, the needs of the students being fulfilled by different parties, long-term and continuous services. The study contributes to the existing field of knowledge by providing support for the contention that student satisfaction performs a mediating role in the link between service quality and student loyalty in higher education sector.

"Research Aims: The current research aims to analyse (1) the direct interrelationships of higher education institutions' (HEIs) reputation, student satisfaction, and student loyalty; (2) the mediating effect of student satisfaction on the relationship between HEI reputation and student loyalty; and (3) the moderating role of HEI type (private HEI [PHEI], state university/college [SUC], local university/college [LUC]) on the links between HEI reputation and student satisfaction, HEI reputation and student loyalty, and student satisfaction and loyalty. Design/Methodology/Approach: All hypothesised relationships were analysed using partial least squares – structural equation modelling (PLS-SEM). Research Findings: The results revealed that (1) HEI reputation has a significant effect on student satisfaction and loyalty; (2) student satisfaction mediates the relationship between HEI reputation and loyalty; (3) a significant difference exists in the effect of reputation on student satisfaction between PHEIs and SUCs; and (4) significant difference exists on the effect of student satisfaction on loyalty between PHEIs and SUCs, and between PHEIs and LUCs. Theoretical Contribution/Originality: The current study lends credence to using the S-O-R model as an appropriate framework in conducting predictive-causal studies that employ the PLS-SEM as the tool for data analysis. Managerial Implication in the South East Asian Context: The current study presents findings which may be used by policymakers and administrators in crafting effective, goal-directed marketing plans for higher education institutions. Research Limitation & Implications: One limitation of this study is the geographic location of its sample. All of the participants were students in the Province of Pampanga, Philippines. Keywords: reputation, student satisfaction, student loyalty, higher education, multigroup analysis"

The increasing competition in higher education has prompted Muhammadiyah University of Jember to introduce the new program innovation, Recognisi Pembelajaran Lampau (RPL). To ensure the sustainability and growth of the program and contribute positively to society, understanding student loyalty is crucial for educational institutions. The purpose of this study is to examine the impact of brand image, service quality, and brand trust on student loyalty, with satisfaction serving as an intervening variable. This study method used is a quantitative survey with data collected through questionnaires. The respondents in this study were 144 students of the RPL program at Universitas Muhammadiyah Jember. Data analysis was performed using Structural Equation Modeling (SEM) with WarpPLS 8.0 software to test the relationships between the variables studied. The results show that brand image, service quality, and brand trust have a positive and significant influence on student satisfaction. Additionally, student satisfaction has a significant influence on student loyalty. Although brand image and service quality do not have a direct influence on loyalty, satisfaction as an intervening variable plays an important role in mediating the relationship between brand image, service quality, and brand trust with student loyalty. These findings provide practical implications for educational institution managers to improve brand image, service quality, and brand trust in order to enhance student satisfaction. By improving these three aspects, it is expected that students will be more loyal and have a higher commitment to their educational institution through mediated satisfaction. Through student loyalty, the marketing of educational programs can also be more efficient and effective for prospective new students.

Background: Today, postgraduate students’ attraction and loyalty is one of the most important problems that facing higher educational section. Several ways are suggested to increase postgraduate students’ satisfaction and their loyalty, among which improving learning environment and increase educational facilities, for that, higher educational institutions making great effort to gain postgraduate nursing students satisfaction and loyalty. Aim: The study aimed to identify factors affecting post graduate nursing students satisfaction and its relation to their academic achievement Methods: Descriptive correlational design was utilized in the present study. The study subjects includes100 of postgraduate students at Faculty of Nursing, Mansoura University. Two tools were used for data collection, namely; Factors affecting postgraduate students' satisfaction questionnaire and Retrospective Audit to assess student achievement. Results and conclusion: The study findings indicated that there were significant relationship between influencing factors of postgraduate satisfaction and academic achievement. High percent of students were satisfied and influenced by learning environment factors followed by organizing factors. Moreover, administration factors were ranked as a satisfactory factor for postgraduate students followed by library services. More than half of students were excellent and had very good academic achievement. Recommendations: the policy and procedures for registration should be clear and available for all postgraduate students by using different ways such as, design manual or guideline book, regular meetings with postgraduate students and using the web site to informing students, assigned facilitators for helping postgraduate students, regular meeting with postgraduate employees to enhance effective dealing with students, making periodic survey to identify postgraduate students' opinions, needs, discuss their problems and try to solve it

This study aims to analyze the effect of Quality. Service, and School Location towards Student Loyalty through Satisfaction in XII grade students at SMA Negeri 32 Jakarta. The results of the study using primary data in the form of questionnaires to 274 class XII students at SMA Negeri 32 Jakarta using the Structural Equation Modeling (SEM) method showed that service quality and school location had a positive and significant effect on student satisfaction. There is a positive and significant influence between service quality and student satisfaction on student loyalty, while there is no influence between school location on student loyalty. Judging from the results of the SEM calculation analysis of service quality, and school location has an estimate coefficient of 0.48 or 48% of its effect on student satisfaction, while service quality has an estimate coefficient of 0.56 its influence on student loyalty, and satisfaction has an estimate coefficient of 0.44 influence. student loyalty, this shows that the quality of service, and good student satisfaction will increase student loyalty at SMA Negeri 32 Jakarta, and the better the quality of service will increase student satisfaction. The results showed that student satisfaction as an intervening variable could increase the relationship between service quality variables and student loyalty, but did not affect the relationship between school locations and loyalty

Student satisfaction and commitment towards a blended learning finance course: A new evidence from using the investment model

<p class="apa">The dynamic changes in higher education observed over the last 20 years have transformed the educational market. The potential value of promoting student satisfaction and loyalty in higher education has become a significant issue. This study investigates the directions and strengths of the relationships among marketing strategies, student satisfaction, and loyalty in Taiwanese higher education. Structural equation models were used to validate the measure and test the proposed relationships. The study tested two hypotheses: marketing strategies are positively related to student satisfaction (H1), and student satisfaction is positively related to student loyalty (H3). These findings indicate that student satisfaction is a key intermediate variable for marketing strategies and student loyalty. This study’s results provide several important implications for managers in higher education.</p>

The aim of this research is to examine the influence of service quality on student satisfaction and student loyalty at higher education institutions in Riau Province. The samples include 1,000 students from 13 universities and colleges in Riau Province. The exogenous variable is service quality while the endogenous variables are student satisfaction and student loyalty. Analytical tool used in this study were Structural Equation Modeling (SEM) and Analysis of Variance (ANOVA) along with SPSS21 and AMOS 21. The result indicated a significant positive influence of service quality towards student satisfaction and significant positive influence on student satisfaction towards student loyalty. Nevertheless, there is no significant and positive influence on the relationship between service quality and student loyalty.

The present study aimed to investigate the relationship between Customer Relationship Management (CRM) — in the context of student relationship management — and student loyalty, with the mediating roles of trust, satisfaction, and student commitment. The research employed a descriptive-correlational method, and the statistical population consisted of students at universities and higher education institutions in Tehran, across different academic levels. Sampling was conducted using a two-stage cluster method, and ultimately, 393 questionnaires were analyzed for data interpretation. The results of structural equation modeling indicated that student relationship management (comprising knowledge management, communication technology with students, student-centeredness, and feedback utilization), satisfaction, trust, and commitment all have a significant impact on student loyalty, collectively explaining 51% of the variance in loyalty. Student relationship management strategy, along with satisfaction and trust, was found to explain 20% of the variance in student commitment. Furthermore, student relationship management strategy and satisfaction together explained 17% of the variance in student trust. Student relationship management strategy alone explained 16% of the variance in student satisfaction. Path coefficients of the model showed that the student relationship management strategy (Beta coefficient: 0.124), satisfaction (Beta coefficient: 0.365), trust (Beta coefficient: 0.288), and commitment (Beta coefficient: 0.217) have a significant and direct effect on student loyalty. Additionally, the student relationship management strategy (Beta coefficient: 0.331) also influenced student loyalty indirectly through the mediating roles of commitment, satisfaction, and trust. Overall, the findings of this research highlight the importance of implementing effective student relationship management strategies to enhance levels of satisfaction, trust, commitment, and ultimately, student loyalty.

The integration of Artificial Intelligence (AI) and human-driven services in the educational sector is transforming service delivery, significantly impacting student satisfaction and loyalty. This study explores the balance between AI-enabled and human service quality in enhancing student experiences within Arts and Science Colleges in Coimbatore City. A structured questionnaire was administered to 200 students aged 18–25, capturing insights on AI Service Quality (AISQ), Human Service Quality (HSQ), Student Satisfaction (SS), and Student Loyalty (SL). Using Structural Equation Modelling (SEM), the findings reveal that AISQ and HSQ positively influence SS and SL, with HSQ demonstrating a stronger impact. SS emerges as a critical mediator, explaining 65% of the variance in SL, underscoring its pivotal role in fostering loyalty. AISQ contributes to operational efficiency and personalization, while HSQ strengthens emotional connections through empathy and responsiveness. The results highlight that educational institutions must strategically integrate AI technologies with human-centric approaches to achieve optimal satisfaction and loyalty outcomes. These findings offer valuable implications for leveraging AI and human resources as complementary assets to enhance service ecosystems in higher education.

PurposeThis study aims to explore the influence of academic service quality on student satisfaction and loyalty, based on a study at Higher Education Legal Entities (HELE) in Indonesia. HELE is a policy in higher education that empowers these institutions to become autonomous in management. Academic service quality (ASQ) is an essential aspect of fostering the satisfaction and loyalty of students.Design/methodology/approachThis study uses the descriptive quantitative and regressive survey approach to examine the influence of academic service quality on student satisfaction and loyalty. The population in this study encompassed all students from HELE. Meanwhile, 750 students were purposefully selected from 16 HELE in Indonesia. Data were collected using validated and reliable questionnaires. The garnered data were analyzed using a structural equation model through Smart PLS 3.FindingsThis study finds that (1) there is a significant direct influence of academic service quality on student satisfaction in HELE, (2) there is a reasonably direct influence of student satisfaction on student loyalty in HELE. (3) ASQ of HELE has a feeble direct influence on student loyalty and (4) there is a moderate indirect impact of academic service quality on student loyalty, mediated by student satisfaction at HELE in Indonesia.Research limitations/implicationsThe research was conducted across 16 HELEs in Indonesia. Many other universities do services and of course impact on satisfaction and loyalty for students, but are not included in this research. Besides that, other aspects are not included in this research either. Based on that condition, this result cannot cover all aspects of others in all universities in Indonesia.Practical implicationsThe practical implication of this study’s results for the leaders of HELES is to commit to student-centered, service-oriented tactics and actions for establishing student loyalty. Besides, these institutions must prioritize developing and maintaining profitable customer relationships in this changing world and offer an agenda for the future research.Social implicationsThe social implication will be indicated by higher universities to always improve the service quality of academics, with continuous improvement in the future. It has to do with every university so that student satisfaction improves, and student loyalty improves too. Exiting HELE in the future depends on the variables of service quality for stakeholders in the community around. If the community gets satisfaction, in the future, they will be back to support the HELE in the future.Originality/valueThe results of this study are original and novel, and strengthen the findings of previous research that there is an effect of academic service quality on student satisfaction. It confirms the effects of satisfaction on loyalty, along with the effects of academic service quality on loyalty mediated by satisfaction. These results rejected previous results that there are effects of academic service quality on student loyalty in HELE as organizations.

The purpose of this study was to explore the structural relationship between educational service satisfaction, self-directed learning, learning flow, and academic happiness of adult university students in China. In order to achieve this aim, the following problems were addressed: First, what is the structural relationship between educational service satisfaction, self-directed learning, learning flow, and academic happiness of adult students? Second, how do self-directed learning and learning flow mediated in the relationship between educational service satisfaction and academic happiness of adult students? The data from 800 adult college students in China were tested using the SPSS 25.0 and AMOS 24.0 statistical packages to analyze the structural relationships among variables. The specific results are as follows: First, the research results on this showed that the satisfaction of educational services recognized by adult university students in China had a significant effect on both self-directed learning, learning flow, and academic happiness. Second, it was found that self-directed learning and learning flow recognized by adult university students in China significantly mediated the relationship between educational service satisfaction and academic happiness. According to the above results, it can be seen that adult students with high satisfaction with educational services in the degree course of lifelong education institutions in Chinese universities increase their academic happiness through self-directed learning and learning flow. In this regard, Chinese university lifelong education institutions suggest that efforts and measures to encourage adult learners' self-directed learning and learning flow as well as educational services are important to improve adult learners' academic happiness.