University student loyalty model : structural equation modelling of student loyalty in autonomous, state, transformed, and private universities in Bangkok
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2013
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eng
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application/pdf
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231 แผ่น
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b185148
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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National Institute of Development Administration. Library and Information Center
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Viriya Taecharungroj (2013). University student loyalty model : structural equation modelling of student loyalty in autonomous, state, transformed, and private universities in Bangkok. Retrieved from: http://repository.nida.ac.th/handle/662723737/3080.
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University student loyalty model : structural equation modelling of student loyalty in autonomous, state, transformed, and private universities in Bangkok
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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.
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Dissertation (D.P.A.)--National Institute of Development Administration.