Antecedents of Student Loyalty in Open and Distance Learning Institutions: An Empirical Analysis
| Autor: | Mohd Rushidi bin Mohd Amin, Yon Rosli Daud, Jeannot bin Abdul Karim |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: |
university image
Social Sciences and Humanities Educational quality media_common.quotation_subject Distance education Electronic learning Education perceived e-service quality 0502 economics and business Loyalty Quality (business) media_common Service quality student loyalty LC8-6691 05 social sciences 050301 education Open university Special aspects of education Sciences Humaines et Sociales 050211 marketing perceived service quality Psychology 0503 education Social psychology Reputation |
| Zdroj: | International Review of Research in Open and Distributed Learning, Vol 21, Iss 3 (2020) |
| ISSN: | 1492-3831 |
| Popis: | The purpose of this research is to examine the relationship between factors leading to student loyalty in open and distance learning universities. Specifically, this research explores the relationship between perceived service quality, perceived e-service quality, and university image as mediators of student loyalty in Open University Malaysia (OUM). Data were collected from 16 OUM learning centres throughout Malaysia. A purposive stratified convenience sampling technique was applied and a sample size of 752 respondents was obtained. The data indicated that perceived service quality has a positive and significant relationship with both university image and student loyalty. Similarly, it was found that perceived e-service quality has a positive significant relationship with both university image and student loyalty. University image acted as a mediator both in the relationship between perceived service quality and student loyalty, and in the relationship between perceived e-service quality and student loyalty. |
| Databáze: | OpenAIRE |
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