The impact of private higher education institutions image on students' satisfaction and loyalty: The case of private college in Kota Kinabalu, Sabah

Feuna Anasius Joitun, (2013) The impact of private higher education institutions image on students' satisfaction and loyalty: The case of private college in Kota Kinabalu, Sabah. Masters thesis, University Malaysia Sabah.

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Abstract

The purpose of present study was to determine the relationship between Private Higher Education Institutions (PHEIs) image attributes toward students' satisfaction and students' loyalty in the context of private colleges in Kota Kinabalu, Sabah. This study also examines mediating effect of students’ satisfaction linking between private higher education institutions image attributes and students' loyalty. The sample of study was the second and final year students’ from nine private colleges in Kota Kinabalu selected using convenience sampling method and the final sample if of 270 students. The variables of study was tested using multiple regression analyses to test the relationships between the independent variable (PHEls image attributes), students' satisfaction (mediating variable) and students' loyalty (dependent variable), while hierarchical regression analysis were employed to examine the mediating effects of students' satisfaction on the relationship between PHEls image attributes and students' loyalty. The findings show that four attributes of PHEIs have a significant relationship of students' satisfaction namely professional skills and development, career opportunities, reputation and accreditation. Meanwhile, the result for mediating show that students' satisfaction fully mediates the relationship between PHEls image attributes and students' loyalty. Thus, the management of private higher education institutions especially the marketing department should put more efforts on gaining students satisfaction and loyalty through private higher education institutions image attributes. This study also included the limitations and recommendations for future researchers.

Item Type:Thesis (Masters)
Uncontrolled Keywords:Private Higher Education Institutions (PHEIs), students' satisfaction, students' loyalty, private college
Subjects:L Education > LB Theory and practice of education > LB2300 Higher Education
Divisions:SCHOOL > School of Business and Economics
ID Code:8951
Deposited By:IR Admin
Deposited On:06 May 2014 13:47
Last Modified:06 May 2014 13:47

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