Factors influencing students’ loyalty in the institutes of higher learning in the United Arab Emirates
Although university treat student loyalty as a priority, there are few research available that sheds light on this phenomenon in tertiary education. Therefore, drawing upon the Expectancy-Value Theory, Commitment-Trust Theory, Expectation Disconfirmation Theory and Social Exchange Theory, the object...
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| Format: | Thesis |
| Language: | eng eng eng |
| Published: |
2023
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| Subjects: | |
| Online Access: | https://etd.uum.edu.my/10661/1/Depositpermission-not%20allow_s901783.pdf https://etd.uum.edu.my/10661/2/s901783_01.pdf https://etd.uum.edu.my/10661/3/s901783_02.pdf |
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| Summary: | Although university treat student loyalty as a priority, there are few research available that sheds light on this phenomenon in tertiary education. Therefore, drawing upon the Expectancy-Value Theory, Commitment-Trust Theory, Expectation Disconfirmation Theory and Social Exchange Theory, the objectives of this study were to examined the role of the students’ satisfaction in the relationship between higher education performance (academic aspects, non-academic aspects, access, program issues and reputation), relationship quality (emotional commitment, goal commitment and trust) and students’ loyalty; and the moderating role of students’ happiness on the relationship between students’ satisfaction and students’ loyalty. A total of 551 students from private higher institutions in the United Arab Emirates were selected to participate in the study using purposive sampling technique. The Partial Least Squares Structural Equation Modelling technique (Smart-PLS) was used to test the formulated hypotheses. The findings supported the hypothesized direct effects of higher education performance (academic aspects, access, program issues and reputation) on students’ satisfaction. In addition, the findings supported the hypothesized direct effects of emotional commitment on students’ satisfaction. The hypothesized direct effect of students’ satisfaction on students’ loyalty was also supported. Furthermore, students’ satisfaction mediated the effect of academic aspects, access, program issues and reputation, emotional commitment on students’ loyalty. While, students’ happiness moderated the relationship between students’ satisfaction and students’ loyalty. Therefore, in order for the higher education in the United Arab Emirates to ensure students’ satisfaction and loyalty, the school management should focus on the higher education performance, relationship quality and students’ happiness when making decisions on how to improve the institution. Finally, theoretical and practical implications are discussed. |
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