The Effect of Service Quality Dimensions on Student’s Satisfaction and Loyalty
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The aim of this paper was to examine the effects of service quality dimensions on student satisfaction, service quality dimensions on student loyalty, and student satisfaction on loyalty. A quantitative approach was applied in this research, with data collected via questionnaire. Respondents were chosen using a convenience sampling technique among the students of Nong Lam University, Vietnam. The sample included 1825 participants who voluntarily completed the survey. Descriptive statistics were used to describe the respondent profile. A structural equation model analysis was applied to test nine suggested hypotheses. The outcomes revealed that student satisfaction was significantly affected by reputation, access, academic, and administrative dimensions. Student loyalty was directly inspired by academic, reputation, and administrative dimensions. However, there was no significant effect of satisfaction on loyalty.
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