The Challenges of Student Satisfaction and Student Loyalty in Malaysian University
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.
Amaro, D. M., Marques, A. M. A., & Alves, H. (2019). The impact of choice factors on international students’ loyalty mediated by satisfaction. International Review on Public and Nonprofit Marketing, 16(2-4), 211-233. https://doi.org/10.1007/s12208-019-00228-0
Abasimi, E., & Xiaosong, G. (2016). Character strengths and life satisfaction of teachers in Ghana. http://dx.doi.org/10.18488/journal.73/2016.4.1/126.96.36.199
Abdullah, Z., & Ali, S. R. O. (2018). The impact of corporate image on student’s satisfaction and loyalty. Journal of Education and Social Sciences, 9(2), 193-199.
Abd Aziz, M. I., & Abdullah, D. (2014). Malaysia: Becoming an education hub to serve national development. In International education hubs (pp. 101-119). Springer, Dordrecht. DOI: 10.1007/978-94-007-7025-6_7
Ali, M., & Ahmed, M. (2018). Determinants of students’ loyalty to university: A service-based approach. http://dx.doi.org/10.2139/ssrn.3261753
Alves, H., & Raposo, M. (2010). The influence of university image on student behaviour. International journal of educational management. https://doi.org/10.1108/09513541011013060
Alves, H., & Raposo, M. (2007). Conceptual model of student satisfaction in higher education. Total Quality Management, 18(5), 571-588. https://doi.org/10.1080/14783360601074315
Andaleeb, S. S., & Basu, A. K. (1994). Technical complexity and consumer knowledge as moderators of service quality evaluation in the automobile service industry. Journal of retailing, 70(4), 367-381. https://doi.org/10.1016/0022-4359(94)90005-1
Athiyaman, A. (1997). Linking student satisfaction and service quality perceptions: the case of university education. European journal of marketing. https://doi.org/10.1108/03090569710176655
Austin, A. J., & Pervaiz, S. (2017). The relation between “student loyalty” and “student satisfaction” (a case of college/intermediate students at Forman Christian College). European Scientific Journal, 13(1), 100-117.
Badeggi, M. S., & Muda, H. (2021). Issues and Challenges of Perceived Value and Service Quality on Student Loyalty among University Student in Malaysia. The Journal of Management Theory and Practice (JMTP), 26-29. https://doi.org/10.37231/jmtp.2021.2.1.81
Brian, I. (2020) The Star, changing international student mobility patterns an advantage, retrieved from: https://www.thestar.com.my/news/education/2020/06/21/changing-international-student-mobility-patterns-an-advantage.
Brown, R. M., & Mazzarol, T. W. (2009). The importance of institutional image to student satisfaction and loyalty within higher education. Higher education, 58(1), 81-95. https://doi.org/10.1007/s10734-008-9183-8
Burnett, J. (2008). Core Concepts of marketing: Jacobs Foundation. Zurich, Switzerland.
Chandra, T., Hafni, L., Stefani, C., Winardi, I., & Chandra, J. (2020). Effect of Student Service Quality and University Image on Student Satisfaction, Loyalty, and Motivation. Revista Argentina de Clínica Psicológica, 29(3), 763. https://doi.org/10.24205/03276716.2020.778
Dado, J., Taborecka-Petrovicova, J., Cuzovic, S., & Rajic, T. (2012). An empirical examination of the relationships between service quality, satisfaction and behavioral intentions in higher education setting. Serbian Journal of Management, 7(2), 203-218. DOI:10.5937/sjm.v7i2.1245
Fares, D., & Kachkar, O. (2013). The impact of service quality, student satisfaction, and university reputation on student loyalty: A case study of international students in IIUM, Malaysia. Information Management and Business Review, 5(12), 584-590. https://doi.org/10.22610/imbr.v5i12.1091
Goolamally, N., & Latif, L. A. (2014). Determinants of student loyalty in an open distance learning institution. In Seminar Kebangsaan Pembelajaran Sepanjang Hayat (pp. 390-400).
Hassan, S., Buang, R. R., Wahab, M. I., Shamsudin, M. F., & Hasim, M. A. (2020). Exploring Mediating Role of Corporate Image between Service Quality and Student Loyalty using PLS-SEM. International Journal of Innovative Technology and Exploring Engineering, 9(3), 2726-2730.
Helgesen, Ø. (2006). Are loyal customers profitable? Customer satisfaction, customer (action) loyalty and customer profitability at the individual level. Journal of Marketing Management, 22(3-4), 245-266. https://doi.org/10.1362/026725706776861226
Helgesen, Ø., & Nesset, E. (2007). Images, satisfaction and antecedents: Drivers of student loyalty? A case study of a Norwegian university college. Corporate reputation review, 10(1), 38-59. https://doi.org/10.1057/palgrave.crr.1550037
Hennig-Thurau, T., Langer, M. F., & Hansen, U. (2001). Modeling and managing student loyalty: An approach based on the concept of relationship quality. Journal of service research, 3(4), 331-344. https://doi.org/10.1177/109467050134006
Jiewanto, A., Laurens, C., & Nelloh, L. (2012). Influence of service quality, university image, and student satisfaction toward WOM intention: A case study on Universitas Pelita Harapan Surabaya. Procedia-Social and Behavioral Sciences, 40, 16-23. https://doi.org/10.1016/j.sbspro.2012.03.155
Kim, M. K., Wong, S. F., Chang, Y., & Park, J. H. (2016). Determinants of customer loyalty in the Korean smartphone market: Moderating effects of usage characteristics. Telematics and Informatics, 33(4), 936-949. https://doi.org/10.1016/j.tele.2016.02.006
Kunanusorn, A., & Puttawong, D. (2015). The mediating effect of satisfaction on student loyalty to higher education institution. European Scientific Journal.
Kotler, P., & Fox, K. F. (1995). Strategic marketing for educational institutions. Prentice Hall.
Mahayuddin, N., Saad, M., Fatimah, W. N., Ahmad, A., & Ong, M. H. A, (2019) Building Students’ Loyalty through Superior University Entities.
Mihanović, Z., Batinić, A. B., & Pavičić, J. (2016). The link between students’ satisfaction with faculty, overall students’ satisfaction with student line and student performance. Review of Innovation and Competitiveness: A Journal of Economic and Social Research, 2(1), 37-60. https://doi.org/10.32728/ric.2016.21/3
Mohamad, M., & Awang, Z. (2009). Building corporate image and securing student loyalty in the Malaysian higher learning industry. The Journal of International Management Studies, 4(1), 30-40.
Shuaibu Badeggi, M., & Muda, H. (2021). Issues and Challenges of Perceived Value and Service Quality on Student Loyalty among University Student in Malaysia. The Journal of Management Theory and Practice (JMTP), 2(1), 26-29. https://doi.org/10.37231/jmtp.2021.2.1.81
Nguyen, N., & LeBlanc, G. (2001). Image and reputation of higher education institutions in students’ retention decisions. International journal of educational management. https://doi.org/10.1108/EUM0000000005909
Pérez, J. P., & Torres, E. M. (2017). Evaluation of the organizational image of a university in a higher education institution. Contaduría y administración, 62(1), 123-140. https://doi.org/10.1016/j.cya.2016.01.007
POLAT, S., Arslan, Y., & Yavaş, E. (2016). Importance level of image attractors in the process of university selection: an application on prospective university students in turkey. Kastamonu Education Journal, 24(4).
Rojas-Méndez, J. I., Vasquez-Parraga, A. Z., Kara, A. L. I., & Cerda-Urrutia, A. (2009). Determinants of student loyalty in higher education: A tested relationship approach in Latin America. Latin American Business Review, 10(1), 21-39. https://doi.org/10.1080/10978520903022089
Shahsavar, T., & Sudzina, F. (2017). Student satisfaction and loyalty in Denmark: Application of EPSI methodology. PloS one, 12(12), e0189576. https://doi.org/10.1371/journal.pone.0189576
Shankar Singh, U., & Sahin, O. (2017). A Literary Excavation of University Brand Image Past to Present. International Journal of Social Sciences & Educational Studies, 3(3), 174-187. https://doi.org/10.23918/ijsses.v3i3p174
Sultan, P., & Wong, H. Y. (2010). Service quality in higher education–a review and research agenda. International Journal of Quality and Service Sciences. https://doi.org/10.1108/17566691011057393
Sultana, S., & Momen, A. (2017). International student satisfaction and loyalty: a comparative study of Malaysian and Australian higher learning institutions. Journal of Intercultural Management, 9(1), 101-142. https://doi.org/10.1515/joim-2017-0005
Suyanto, M. A., Usu, I., & Moodoeto, M. J. (2019). The role of service quality on building student satisfaction. American Journal of Economics, 9(1), 17-20. DOI: 10.5923/j.economics.20190901.03
Usman, U., & Mohd Mokhtar, S. S. (2016). Analysis of service quality, university image and student satisfaction on student loyalty in higher education in Nigeria. International Business Management, 10(12), 2490-2502. DOI: 10.36478/ibm.2016.2490.2502
Wong, A., Tong, C., & Wong, J. W. (2017). The relationship between institution branding, teaching quality and student satisfaction in higher education in Hong Kong. Journal of Marketing and HR, 4(1), 169-188.
Zameer, H., Tara, A., Kausar, U. and Mohsin A., (2015). Impact of service quality, corporate image and customer satisfaction towards customers’ perceived value in the banking sector in Pakistan, International Journal of Bank Marketing, 33(4), 442-456
Zeithaml, V. A. (2000). Service quality, profitability, and the economic worth of customers: what we know and what we need to learn. Journal of the academy of marketing science, 28(1), 67-85. https://doi.org/10.1177/0092070300281007
Copyright (c) 2021 The Journal of Management Theory and Practice (JMTP)
This work is licensed under a Creative Commons Attribution 4.0 International License.