Validating the Student Loyalty Model for an Open Distance Learning Institution
University students’ loyalty is a key factor that contributes to the long term growth and survival of a university. The aim of this research is to develop a comprehensive university student loyalty model that incorporates important constructs in service quality dimension and relationship quality...
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| Format: | Article |
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ASEAN Journal of Open and Distance Learning
2014
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| Online Access: | https://library.oum.edu.my/repository/1017/ |
| _version_ | 1848801556125712384 |
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| author | Norlia Goolamally, Latifah Abdol Latif, |
| author_facet | Norlia Goolamally, Latifah Abdol Latif, |
| author_sort | Norlia Goolamally, |
| building | OUM Institutional Repository |
| collection | Online Access |
| description | University students’ loyalty is a key factor that contributes to the
long term growth and survival of a university. The aim of this
research is to develop a comprehensive university student
loyalty model that incorporates important constructs in service
quality dimension and relationship quality dimension. The study
sample comprised of 2068 respondents who are undergraduate
students from an open distance learning institution. Exploratory
factor analysis through principal component technique with
varimax rotation of the 48 items questionnaire from four
constructs was able to account for 79.27% for the variance in
student loyalty. The proposed model was empirically tested to
validate the framework. Structural Equation Modeling was
employed to test the significance of relationship between the
constructs in the instrument. Results confirmed that all path
coefficients reflecting the relationship between constructs are
statistically significant. Students’ loyalty is significantly influenced
by trust, emotional commitment and satisfaction. Path analysis
suggests that service quality impacts loyalty through satisfaction,
trust and emotional commitment. In this study, it is seen clearly
that customers’ satisfaction plays the role of mediator in the
effects of service quality on student loyalty. The path analysis
also confirmed that trust and emotional commitment have direct
effects on loyalty. Hence, acquiring students’ satisfaction through
quality services, building trust and emotional commitment are
import aspects in securing students’ loyalty. (Abstract by authors) |
| first_indexed | 2025-11-14T21:09:20Z |
| format | Article |
| id | oai:eprints.oum.edu.my:1017 |
| institution | Open University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T21:09:20Z |
| publishDate | 2014 |
| publisher | ASEAN Journal of Open and Distance Learning |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | oai:eprints.oum.edu.my:10172017-01-10T05:10:51Z Validating the Student Loyalty Model for an Open Distance Learning Institution Norlia Goolamally, Latifah Abdol Latif, LC5201 Education extension. Adult education. Continuing education LC5800 Distance education University students’ loyalty is a key factor that contributes to the long term growth and survival of a university. The aim of this research is to develop a comprehensive university student loyalty model that incorporates important constructs in service quality dimension and relationship quality dimension. The study sample comprised of 2068 respondents who are undergraduate students from an open distance learning institution. Exploratory factor analysis through principal component technique with varimax rotation of the 48 items questionnaire from four constructs was able to account for 79.27% for the variance in student loyalty. The proposed model was empirically tested to validate the framework. Structural Equation Modeling was employed to test the significance of relationship between the constructs in the instrument. Results confirmed that all path coefficients reflecting the relationship between constructs are statistically significant. Students’ loyalty is significantly influenced by trust, emotional commitment and satisfaction. Path analysis suggests that service quality impacts loyalty through satisfaction, trust and emotional commitment. In this study, it is seen clearly that customers’ satisfaction plays the role of mediator in the effects of service quality on student loyalty. The path analysis also confirmed that trust and emotional commitment have direct effects on loyalty. Hence, acquiring students’ satisfaction through quality services, building trust and emotional commitment are import aspects in securing students’ loyalty. (Abstract by authors) ASEAN Journal of Open and Distance Learning 2014-12 Article PeerReviewed text https://library.oum.edu.my/repository/1017/1/library-document-1017.pdf Norlia Goolamally, and Latifah Abdol Latif, (2014) Validating the Student Loyalty Model for an Open Distance Learning Institution. ASEAN Journal of Open & Distance Learning (AJODL), 6 (1). pp. 78-88. ISSN 2232-0814 https://library.oum.edu.my/repository/1017/ |
| spellingShingle | LC5201 Education extension. Adult education. Continuing education LC5800 Distance education Norlia Goolamally, Latifah Abdol Latif, Validating the Student Loyalty Model for an Open Distance Learning Institution |
| title | Validating the Student Loyalty Model for an Open Distance Learning Institution |
| title_full | Validating the Student Loyalty Model for an Open Distance Learning Institution |
| title_fullStr | Validating the Student Loyalty Model for an Open Distance Learning Institution |
| title_full_unstemmed | Validating the Student Loyalty Model for an Open Distance Learning Institution |
| title_short | Validating the Student Loyalty Model for an Open Distance Learning Institution |
| title_sort | validating the student loyalty model for an open distance learning institution |
| topic | LC5201 Education extension. Adult education. Continuing education LC5800 Distance education |
| url | https://library.oum.edu.my/repository/1017/ |