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Where do you find loyalty in the contemporary university scene?

Where do you find loyalty in the contemporary university scene? PurposeThe purpose of this paper is to ascertain the antecedents of student satisfaction and tests the interrelationships between student satisfaction, motivation and loyalty.Design/methodology/approachThe study used survey research design and collected valid sample 738 from the three oldest public universities in the state of Andhra Pradesh, India.FindingsThe study extracted four antecedents: academic facilities, administration services, support services and campus infrastructure. The results established that student motivation serves as a mediation role between satisfaction and loyalty and also proved a direct effect of student satisfaction on student loyalty.Research limitations/implicationsThe study focuses on student satisfaction and motivation, as these two constructs are the most important inputs in the creation of student loyalty. Student satisfaction and motivation have been found to be critical inputs for the development of student loyalty.Practical implicationsThis research helps the management in acquiring a better understanding of the relationship between student satisfaction, motivation and loyalty, to exercise better strategies to improve its own performance and ultimately to well understand student priorities.Social implicationsThe Indian higher education institutions are facing enormous issues related to quality in education. Changes in the requirements of higher education and related services as well as intense competition have necessitated higher performance levels in the realm of Indian higher education (universities). The key issues examined in the course of the authors research along with the findings can help in achieving such levels.Originality/valueThe present research contribute to the existing field of knowledge by providing support for the contention that student satisfaction is a key influencing factor in the creation of student loyalty and in the development of the mediation role of motivation between student satisfaction and loyalty. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Applied Research in Higher Education Emerald Publishing

Where do you find loyalty in the contemporary university scene?

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
2050-7003
DOI
10.1108/JARHE-01-2016-0004
Publisher site
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Abstract

PurposeThe purpose of this paper is to ascertain the antecedents of student satisfaction and tests the interrelationships between student satisfaction, motivation and loyalty.Design/methodology/approachThe study used survey research design and collected valid sample 738 from the three oldest public universities in the state of Andhra Pradesh, India.FindingsThe study extracted four antecedents: academic facilities, administration services, support services and campus infrastructure. The results established that student motivation serves as a mediation role between satisfaction and loyalty and also proved a direct effect of student satisfaction on student loyalty.Research limitations/implicationsThe study focuses on student satisfaction and motivation, as these two constructs are the most important inputs in the creation of student loyalty. Student satisfaction and motivation have been found to be critical inputs for the development of student loyalty.Practical implicationsThis research helps the management in acquiring a better understanding of the relationship between student satisfaction, motivation and loyalty, to exercise better strategies to improve its own performance and ultimately to well understand student priorities.Social implicationsThe Indian higher education institutions are facing enormous issues related to quality in education. Changes in the requirements of higher education and related services as well as intense competition have necessitated higher performance levels in the realm of Indian higher education (universities). The key issues examined in the course of the authors research along with the findings can help in achieving such levels.Originality/valueThe present research contribute to the existing field of knowledge by providing support for the contention that student satisfaction is a key influencing factor in the creation of student loyalty and in the development of the mediation role of motivation between student satisfaction and loyalty.

Journal

Journal of Applied Research in Higher Education – Emerald Publishing

Published: Jul 3, 2017

References

  • The development of HEdPERF: a new measuring instrument of service quality for the higher education sector
  • Assessing quality gap of university services
  • Evaluating student satisfaction of quality at international branch campuses
  • Does service quality affect students’ performance? Evidence from institutes of higher learning
  • Measuring customer satisfaction in higher education
  • Anxiety in academic achievement situations
  • Conceptual model of student satisfaction in higher education
  • Effect of student perceived service quality on student satisfaction, loyalty and motivation in Indian universities
  • The effects of service quality on student loyalty: the mediating role of student satisfaction