The impact of university image attributes on students' satisfaction and loyalty

Yap, Stephanie Su Chen (2012) The impact of university image attributes on students' satisfaction and loyalty. Masters thesis, Universiti Malaysia Sabah.

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Abstract

The purpose of this study is to examine the impact of university image attributes towards overall consumer satisfaction and loyalty intention in the context of higher education institutes. The study also examines the mediating effect of overall consumer satisfaction on the relationship between brand image and loyalty intention. In this study, university image attribute is conceptualized as a multidimensional construct which consists of five dimensions of image attributes namely location, reputation, programme, cost and facilities. Final year students from Universiti Malaysia Sabah are the respondents for this study. Data from 300 respondents were used and analyzed by using Statistical Package Social Science version 19.0. Multiple regression analyses were employed to test the relationships between university image attribute, overall consumer satisfaction and loyalty intention. The results showed that university image attribute have a significant influence on overall consumer satisfaction and loyalty intention. It is shows that overall customer satisfaction does influence loyalty intention. The hierarchical regression analysis results showed that overall consumer satisfaction mediates the relationships between university image attribute and loyalty intention.The results imply that marketers should focus on university image attribute in their effort to achieve consumer satisfaction and loyalty. By maintaining and strengthening university image attribute, it will position the university in the minds of consumers. Limitations of the study and recommendations for future researchers are also are included in this study.

Item Type:Thesis (Masters)
Uncontrolled Keywords:university image, satisfaction, loyalty, higher education
Subjects:H Social Sciences > HF Commerce
Divisions:SCHOOL > School of Business and Economics
ID Code:6145
Deposited By:IR Admin
Deposited On:03 Jun 2013 14:57
Last Modified:03 Jun 2013 14:57

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