Abstract
The approach to building university image deals with student trust, student satisfaction, and student loyalty. However, few studies are available on university image context and its role on student loyalty. University image is considered a vital component of the educational sectors' success in recent years. With the current increase in public and private universities across Malaysia, the academic industry has become increasingly competitive. The circumstance necessitates Universities to focus their energies on creating a positive corporate image by increasing student loyalty. Trust and satisfaction play an essential role in order to achieve and maintain student loyalty. The research also reviewed the relationship between student trust and student satisfaction to establish their relationship with student loyalty.
Highlights
In the current competitive environment, examining the relationships between university image, student trust, student satisfaction, and student loyalty could offer educational administrators several valuable understandings to gratify the new challenge of increasing enrollment numbers
This research has contributed to the literature on student loyalty, student satisfaction, student trust, and university image
It is likely to say that measuring and understand university image is essential because it influenced the student satisfaction and loyalty formation process
Summary
In the current competitive environment, examining the relationships between university image, student trust, student satisfaction, and student loyalty could offer educational administrators several valuable understandings to gratify the new challenge of increasing enrollment numbers. University Image is known to impact loyalty and influence satisfaction (Alves & Raposo, 2010). Alves and Raposo (2010) researched Sri Lanka on the influence of university image on student satisfaction and loyalty. Showed that a university's image has a more significant direct impact on students' satisfaction. Findings results indicated that university image and student satisfaction have significant positive associations with student loyalty. Abdullah and Ali (2018) researched the relationship between the students' satisfaction and loyalty towards corporate image in the Malaysian context. The results showed that students' satisfaction and loyalty have a significant effect on corporate image. According to a study conducted by (Kunanusorn & Puttawong, 2015) on 100 universities in Thailand, the findings showed that student satisfaction has a significant effect on student loyalty. Other studies in the educational industry have stated that there is a link between trust and student loyalty
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