Antecedents of Student Loyalty in Open and Distance Learning Institutions: An Empirical Analysis
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...
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| Main Authors: | , , |
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| Format: | Article |
| Published: |
Athabasca University Press
2020
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| Subjects: | |
| Online Access: | http://library.oum.edu.my/repository/1236/1/4590 http://www.irrodl.org/index.php/irrodl http://library.oum.edu.my/repository/1236/ |
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| Summary: | 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. (Abstract by authors) |
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