Education service experience : from the aspects of students' satisfaction and loyalty
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Date
2006-05
Authors
Kok Keong, Liew
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Abstract
This research studies the relationship between student satisfaction and student
loyalty within the higher education service. ~1ore specifically, it examines the
cognitive and affective aspects of students· satisfaction, to see whether the
satisfaction will lead to loyalty (in terms of positive word of mouth, complaining
behaviour, switching behaviour, and the willingness to pay more). From the 329
responses obtained from students in the main campus of University Sains Malaysia,
the study finds that the relationship between student satisfaction and student loyalty
was only partially supported. For cognitive dimensions, "feedback and assessment"
and "perceived benefits" of each course showed positive and significant relations to
"positive word of mouth". But, "feedback and assessment" showed negative
relations to "complaining behaviour". '·Physical environment", and "feedback and
assessment" were found significant and having positive relations to the "willingness
to pay more". "Physical environment" showed negative relation to "switching
behaviour". For the affective dimensions, "negative emotions" showed negative
significant relations to "positive word of mouth". The study has shown the
relationship among the variables that contribute to satisfaction and loyalty. Higher
educational institutions could consider these factors as indicators or pointers which
would offer as an added advantage to providing standards of quality service to
satisfy students' needs and make them become "loyal" students.
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Keywords
Industrial Management