| Summary: | Research on student loyalty has predominantly concentrated on traditional university
setting and on full time students and very less concentrated on open distance learning
universities where the students are part time students. The purpose of this research is to
examine the relationship between the factors leading to student loyalty in open distance
learning universities. Specifically, the objective of this research is to examine the
relationship between Perceived Service Quality, Perceived E-Service Quality, and
University Image as mediator on Student Loyalty in Open University Malaysia.
Data was collected from students pursuing their studies at Open University Malaysia.
Data was collected from sixteen learning centres throughout Malaysia. A purposive
convenient sampling technique was used for this research where a sample size of 752
respondents was obtained. Analysis from the data indicated there was a positive
significant relationship between Perceived Service Quality and University Image.
Perceived Service Quality was also found to have a positive significant relationship with
Student Loyalty. Similarly, it was also found that there was a positive significant
relationship between Perceived E-Service Quality and University Image. Perceived EService
Quality was also found to have a positive significant relationship with Student
Loyalty. University Image was also discovered to act as a mediator for the relationship
between Perceived Service Quality and Student Loyalty. Similarly University Image was
also discovered to act as a mediator for the relationship between Perceived E-Service
Quality and Student Loyalty.
This research has provided a measurement scale specific to measuring service quality to
open distance learning universities and facilitate in improving the marketing strategies in
open distance learning universities. (Abstract by Author)
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