Determinants of student's loyalty in the Malaysian private higher education industry

The competitive private higher education industry in Malaysia indicates that the profitability and the viability of private higher education institutions (Private HEIs) are compromised by uncertain levels of students’ loyalty. The objectives of this study were fourfold: (a) to determine the level...

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Main Author:	Lee, Lai Meng
Format:	Thesis
Language:	eng eng
Published:	2017
Subjects:	LB2300 Higher Education
Online Access:	https://etd.uum.edu.my/7524/1/Depositpermission_s95885.pdf https://etd.uum.edu.my/7524/2/s95885_01.pdf
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id	my-uum-etd.7524
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Mohd. Yunus, Jasmani
topic	LB2300 Higher Education
spellingShingle	LB2300 Higher Education Lee, Lai Meng Determinants of student's loyalty in the Malaysian private higher education industry
description	The competitive private higher education industry in Malaysia indicates that the profitability and the viability of private higher education institutions (Private HEIs) are compromised by uncertain levels of students’ loyalty. The objectives of this study were fourfold: (a) to determine the level of students’ loyalty in Private HEIs in Malaysia, (b) to determine the relationships between service quality (academic quality, program quality and administrative quality), reputation (university management and academic and media reputation), relationship benefits and students’ loyalty, (c) to determine the significant effects of the independent variables on students’ loyalty and lastly, (d) to determine the mediating effects of satisfaction on these relationships. This quantitative cross sectional study used the proportionate stratified sampling design. 400 students from various Private HEIs participated in this study. The data was collected via a personally administered questionnaire and was analysed using various statistical techniques such as correlation, multiple regression and mediation analyses. This study found that the loyalty levels of students in Malaysian Private HEIs are moderate. All the independent variables have positive relationships with students’ loyalty. Empirical evidence concludes that administrative quality, university management and relationship benefits have significant effects on students’ loyalty, whilst academic quality, program quality and academic and media reputation did not. Satisfaction was found to mediate the relationship between all the independent variables and students’ loyalty. The main significance of this study is the empirical confirmation of the positive direct effect of relationship benefits on students’ loyalty and the mediating effect of satisfaction on this relationship in the Malaysian private higher education context. The findings in this study can be used by managers of Private HEIs in Malaysia for managing their students’ loyalty.
format	Thesis
qualification_name	other
qualification_level	Doctorate
author	Lee, Lai Meng
author_facet	Lee, Lai Meng
author_sort	Lee, Lai Meng
title	Determinants of student's loyalty in the Malaysian private higher education industry
title_short	Determinants of student's loyalty in the Malaysian private higher education industry
title_full	Determinants of student's loyalty in the Malaysian private higher education industry
title_fullStr	Determinants of student's loyalty in the Malaysian private higher education industry
title_full_unstemmed	Determinants of student's loyalty in the Malaysian private higher education industry
title_sort	determinants of student's loyalty in the malaysian private higher education industry
granting_institution	Universiti Utara Malaysia
granting_department	Othman Yeop Abdullah Graduate School of Business
publishDate	2017
url	https://etd.uum.edu.my/7524/1/Depositpermission_s95885.pdf https://etd.uum.edu.my/7524/2/s95885_01.pdf
_version_	1747828230577979392
spelling	my-uum-etd.75242021-08-18T03:16:56Z Determinants of student's loyalty in the Malaysian private higher education industry 2017 Lee, Lai Meng Mohd. Yunus, Jasmani Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business LB2300 Higher Education The competitive private higher education industry in Malaysia indicates that the profitability and the viability of private higher education institutions (Private HEIs) are compromised by uncertain levels of students’ loyalty. The objectives of this study were fourfold: (a) to determine the level of students’ loyalty in Private HEIs in Malaysia, (b) to determine the relationships between service quality (academic quality, program quality and administrative quality), reputation (university management and academic and media reputation), relationship benefits and students’ loyalty, (c) to determine the significant effects of the independent variables on students’ loyalty and lastly, (d) to determine the mediating effects of satisfaction on these relationships. This quantitative cross sectional study used the proportionate stratified sampling design. 400 students from various Private HEIs participated in this study. The data was collected via a personally administered questionnaire and was analysed using various statistical techniques such as correlation, multiple regression and mediation analyses. This study found that the loyalty levels of students in Malaysian Private HEIs are moderate. All the independent variables have positive relationships with students’ loyalty. Empirical evidence concludes that administrative quality, university management and relationship benefits have significant effects on students’ loyalty, whilst academic quality, program quality and academic and media reputation did not. Satisfaction was found to mediate the relationship between all the independent variables and students’ loyalty. The main significance of this study is the empirical confirmation of the positive direct effect of relationship benefits on students’ loyalty and the mediating effect of satisfaction on this relationship in the Malaysian private higher education context. 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