Influence of service quality, university image, the mediating effect of organizational commitment relationship marketing and adoption of technology innovation loyalty in Nigeria

Influence of service quality, university image, the mediating effect of organizational commitment relationship marketing and adoption of technology innovation loyalty in Nigeria

his study delves into the mediating effect of student satisfaction on the relationship that has been established between service quality, university image, commitment, trust and student loyalty, and the moderating role of technology innovation on the link between student satisfaction and loyalty in...

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Main Author: Usman, Umar
Format: Thesis
Language:eng
eng
Published: 2017
Subjects:
LB2300 Higher Education
Online Access:https://etd.uum.edu.my/7203/1/s94901_01.pdf
https://etd.uum.edu.my/7203/2/s94901_02.pdf
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institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Mohd Mokhtar, Sany Sanuri
topic LB2300 Higher Education
spellingShingle LB2300 Higher Education
Usman, Umar
Influence of service quality, university image, the mediating effect of organizational commitment relationship marketing and adoption of technology innovation loyalty in Nigeria
description his study delves into the mediating effect of student satisfaction on the relationship that has been established between service quality, university image, commitment, trust and student loyalty, and the moderating role of technology innovation on the link between student satisfaction and loyalty in higher education institutions (HEIs) in Nigeria. Responding to the decline in HEIs funding, this study evaluated the factors that influence student loyalty in these institutions. Questionnaires were distributed to 535 students from various Nigerian federal universities. The Statistical Package for Social Sciences (SPSS 22) and the Partial Least Squares (PLS) served to check the hypotheses. The path analysis results lend support to the relationshipbetween service quality, university image, commitment, trust, student satisfaction and student loyalty. In a similar manner, the mediating effect of student satisfaction was found on the relationship between university image, commitment, trust and student loyalty. Nonetheless, student satisfaction did not mediate the relationship between service quality and student loyalty. Additionally, technology innovation moderated the relationship between student satisfaction and loyalty. Findings of this study, therefore, imply that service quality, university image, commitment, trust, technology innovation influence the level of student satisfaction and loyalty positively. The main drawback of this study is that the basis of the findings only rests on post-graduate and undergraduate students from the Nigerian federal universities in Nigeria and excludes the private higher education institutions. The findings can help policy-makers within the HEIs to lay out strategic decisions that will improve students‘ satisfaction and loyalty. Next, the theoretical implications and suggestions for future research are discussed and the impending conclusion is made.
format Thesis
qualification_name Ph.D.
qualification_level Doctorate
author Usman, Umar
author_facet Usman, Umar
author_sort Usman, Umar
title Influence of service quality, university image, the mediating effect of organizational commitment relationship marketing and adoption of technology innovation loyalty in Nigeria
title_short Influence of service quality, university image, the mediating effect of organizational commitment relationship marketing and adoption of technology innovation loyalty in Nigeria
title_full Influence of service quality, university image, the mediating effect of organizational commitment relationship marketing and adoption of technology innovation loyalty in Nigeria
title_fullStr Influence of service quality, university image, the mediating effect of organizational commitment relationship marketing and adoption of technology innovation loyalty in Nigeria
title_full_unstemmed Influence of service quality, university image, the mediating effect of organizational commitment relationship marketing and adoption of technology innovation loyalty in Nigeria
title_sort influence of service quality, university image, the mediating effect of organizational commitment relationship marketing and adoption of technology innovation loyalty in nigeria
granting_institution Universiti Utara Malaysia
granting_department School of Business Management
publishDate 2017
url https://etd.uum.edu.my/7203/1/s94901_01.pdf
https://etd.uum.edu.my/7203/2/s94901_02.pdf
_version_ 1747828172864356352
spelling my-uum-etd.72032021-08-18T08:20:20Z Influence of service quality, university image, the mediating effect of organizational commitment relationship marketing and adoption of technology innovation loyalty in Nigeria 2017 Usman, Umar Mohd Mokhtar, Sany Sanuri School of Business Management School of Business Management LB2300 Higher Education his study delves into the mediating effect of student satisfaction on the relationship that has been established between service quality, university image, commitment, trust and student loyalty, and the moderating role of technology innovation on the link between student satisfaction and loyalty in higher education institutions (HEIs) in Nigeria. Responding to the decline in HEIs funding, this study evaluated the factors that influence student loyalty in these institutions. Questionnaires were distributed to 535 students from various Nigerian federal universities. The Statistical Package for Social Sciences (SPSS 22) and the Partial Least Squares (PLS) served to check the hypotheses. The path analysis results lend support to the relationshipbetween service quality, university image, commitment, trust, student satisfaction and student loyalty. In a similar manner, the mediating effect of student satisfaction was found on the relationship between university image, commitment, trust and student loyalty. Nonetheless, student satisfaction did not mediate the relationship between service quality and student loyalty. Additionally, technology innovation moderated the relationship between student satisfaction and loyalty. Findings of this study, therefore, imply that service quality, university image, commitment, trust, technology innovation influence the level of student satisfaction and loyalty positively. The main drawback of this study is that the basis of the findings only rests on post-graduate and undergraduate students from the Nigerian federal universities in Nigeria and excludes the private higher education institutions. The findings can help policy-makers within the HEIs to lay out strategic decisions that will improve students‘ satisfaction and loyalty. Next, the theoretical implications and suggestions for future research are discussed and the impending conclusion is made. 2017 Thesis https://etd.uum.edu.my/7203/ https://etd.uum.edu.my/7203/1/s94901_01.pdf text eng public https://etd.uum.edu.my/7203/2/s94901_02.pdf text eng public Ph.D. doctoral Universiti Utara Malaysia Albert. (2002). Service loyalty: The effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing. http://doi.org/10.1108/03090560210430818. Aad, G., Abbott, B., Abdallah, J., Abdelalim, A. A., Abdesselam, A., Abdinov, O., …Collaboration, A. (2011). 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