Volume 29, Issue 3
DOI: 10.24205/03276716.2020.778
Effect of Student Service Quality and University Image on Student Satisfaction, Loyalty, and Motivation
Abstract
This study aimed to understand whether there is a reciprocal relationship between student satisfaction and university image along with assessing the effect of service quality on student satisfaction, student loyalty, trust, and student motivation in universities in Riau. In the cross sectional, questionnaire-based study; a study instrument having six variables: five endogenous variables were trust (Y1), student satisfaction (Y2), university image (Y3), student loyalty (Y4), and student motivation (Y5) and one exogenous variable, namely, service quality (X1) was used. All variables were assessed by the 7-point Likert response scale. Structural equation modeling (SEM) and analysis of variance (ANOVA) were used as the analysis tools. Majority of the responders belonged to the age group of 20–22 years. Students in the age group of 20–22 years were nearing the end of their Diploma and Bachelor programs; this group of students had a long experience of service quality provided by the university. The responses to the survey questions regarding service quality, student satisfaction, trust, university image, and loyalty varied in different students’ groups based on the age and course of study. However, no effect of gender on the responses was observed in the present study.
Keywords
student service quality; University image; student satisfaction; loyalty; motivation