Factors Affecting Undergraduate Students' Satisfaction and Loyalty with Independent Institutions in Sichuan, China
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Purpose: This study aims to investigate the factors that affect students' satisfaction and loyalty to independent institutions in Chengdu, Sichuan province. The researcher developed a conceptual model consisting of seven variables, and seven hypotheses that examined the impact of perceived value, service quality, university reputation, university image, and student trust on student satisfaction, university image, and student satisfaction on student loyalty. Research design, data, and methodology: A quantitative method and questionnaire were used to collect sample data from target populations. The study involved 575 undergraduate students in four selected independent institutions in Chengdu. The content validity and reliability were tested using Item-Objective Congruence and Cronbach's Alpha pilot test before distributing the questionnaire. The researcher employs judgmental, quota, and convenience sampling. Confirmatory Factor Analysis and Structural Equation Modeling were utilized to analyze the data. Results: The findings showed that perceived value, service quality, university reputation and university image significantly affect student satisfaction. Student satisfaction is the strongest predictor of student loyalty. Nevertheless, student satisfaction is not affected by student trust, and university image has no significant effect on student loyalty. Conclusions: This study has the potential to provide valuable insights that can improve the educational quality and competitiveness of independent institutions in Chengdu.
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