University student loyalty model : structural equation modelling of student loyalty in autonomous, state, transformed, and private universities in Bangkok

Abstract

University student loyalty is a key factor that contributes to the long-term growth and survivability of the university through financial stability, increased enrolment, and better reputation. The objective of this research is to develop a comprehensive university student loyalty model that incorporates important constructs in a service quality dimension and a relationship quality dimension as well as image and reputation perception. The model is tested using the structural equation modelling approach. The multiple group analysis is conducted to compare the models across different types of university in Bangkok namely, autonomous, state, transformed (Rajabhat and Rajamangala), and private universities. This research collected data from more than 2,400 undergraduate students in the Bangkok Metropolitan area. The University Student Loyalty Model provides university administrators with an objective and practical guideline to formulate an appropriate strategy for their universities. The result shows that the University Student Loyalty Model has construct validity, achieves model fitness, and configural invariance. It means that the model structure is applicable for all four types of universities. The model illustrates relationships between constructs in each dimension. The construct in the relationship quality that has the largest positive impact on student loyalty is student satisfaction. However, the antecedents of student loyalty and satisfaction in the service quality dimension have varying degrees of effects depending on the type of university. Social environment quality has a substantial impact on student loyalty in autonomous and state universities whereas administration quality has the highest total effects on student loyalty in transformed and private universities. The University Student Loyalty Model provides university administrators with an objective and practical guideline to formulate an appropriate strategy for their universities.