The Exploration on Satisfaction and Loyalty: A Case of Non-Teacher Training Major Students in Chuxiong Normal University, China
DOI:
https://doi.org/10.14456/shserj.2023.20Keywords:
Academic Aspect, Reputation, Service Quality, Student Satisfaction, Student LoyaltyAbstract
Purpose: Talent training is the fundamental mission of the sustainable development of colleges and universities. This paper aimed to examine the factors impacting student satisfaction and loyalty, using a case of non-teacher training major students at Chuxiong Normal University, China. The conceptual framework contained academic aspect, reputation, service quality, facility, student satisfaction, and student loyalty. Research design, data, and methodology: The quantitative method distributed online questionnaires to 500 students. The sampling techniques involve judgmental sampling, quota sampling, convenience sampling, and snowball sampling. The index approved the construct validity of item-objective congruence (IOC). For the reliability test, each construct was verified by Cronbach's Alpha coefficient values in the pilot test of 30 participants. The data were analyzed by confirmatory factor analysis (CFA), including the goodness of model fit, reliability, and validity. Furthermore, structural equation modeling (SEM) was implemented to test hypotheses. Results: The findings were that academic aspects, service quality, and facility significantly impact student satisfaction. Additionally, student satisfaction had a significant impact on student loyalty. Conversely, reputation had no significant impact on student satisfaction. Conclusions: The improvement of student satisfaction and loyalty can be achieved by promoting a good reputation, strengthening the academic aspects, and enhancing service quality and facilities.
References
Abdullah, F. (2005). HEdPERF versus SERVPERF: the quest for ideal measuring instrument of service quality in higher education sector. Quality Assurance in Education, 13(4), 305-328.
Ali, F., Zhou, Y., Hussain, K., Nair, P. K., & Ragavan, N. A. (2016). Does higher education service quality effect student satisfaction, image and loyalty?. Quality Assurance in Education, 24(1),70-94.
Alves, H., & Raposo, M. (2007). Conceptual model of student satisfaction in higher education. Total Quality Management and Business Excellence, 18(5), 571-588.
Bentler, P. M. (1990). Comparative fit indexes in structural models. Psychological Bulletin, 107(2), 238-246.
https://doi.org/10.1037/0033-2909.107.2.238
Bitner, M. J., & Zeithaml, V. A. (1996). Services Marketing, McGraw-Hill.
Cao, Y., & Jittawiriyanukoon, C. (2022). Factors Impacting Online Learning Usage during Covid-19 Pandemic Among Sophomores in Sichuan Private Universities. AU-GSB E-JOURNAL,15(1), 152-163. https://doi.org/10.14456/augsbejr.2022.52
Chandra, T., Hafni, L., Chandra, S., Purwati, A. A., & Chandra, J. (2019). The influence of service quality, university image on student satisfaction and student loyalty. Benchmarking: An International Journal, 26(5), 1533-1549.
https://doi.org/10.1108/BIJ-07-2018-0212
Chong, Y. S., & Ahmed, P. K. (2012). An empirical investigation of students’ motivational impact upon university service quality perception: a self-determination perspective. Quality in Higher Education, 18(1), 37-41.
Chuxiong Normal University. (2022). School Profile. https://www.cxtc.edu.cn/
Clemes, M. D., Cohen, D. A., & Wang, Y. (2013). Understanding Chinese university students’ experiences: an empirical analysis. Asia pacific. Journal of Marketing and Logistics, 25(3), 391-427.
Dado, J., Taborecka-Petrovicova, J., Cuzovic, S., & Rajic, T. (2012). An empirical examination of the relationships between service quality, Satisfaction and behavioral intentions in higher education setting. Serbian Journal of Management, 7(2), 203-218.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312
Gronholdt, L., Martensen, A., & Kristensen, K. (2000). The relationship between customer satisfaction and loyalty: cross-industry differences. Total Quality Management, 11(4/6), 509-514.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.). Pearson.
Hanssen, T. E. S., & Solvoll, G. (2015). The importance of university facilities for student satisfaction at a Norwegian university. Facilities, 33(3/4), 744-759.
Hopwood, C. J., & Donnellan, M. B. (2010). How should the internal structure of personality inventories be evaluated?. Personality and Social Psychology Review, 14(3), 332-346. https://doi.org/10.1177/1088868310361240
Kärnä, S., & Julin, P. (2015). A framework for measuring student and staff satisfaction with university campus facilities. Quality Assurance in Education, 23(1), 47-66.
Kline, R. B. (2011). Principles and practice of structural equation modeling (3rd ed.). Guilford Press.
Kreps, D. M., Milgrom, P., Roberts, J., & Wilson, R. (1982). Rational cooperation in the finitely repeated prisoners' dilemma. Journal of Economic Theory, 27(2), 245-252. https://doi.org/10.1016/0022-0531(82)90029-1.
Lovelock, C., & Wirtz, J. (2007). Services Marketing: People, Technology, Strategy. Prentice Hall
Mallika Appuhamilage, K. S., & Torii, H. (2019). The impact of loyalty on the student satisfaction in higher education. Higher Education Evaluation and Development, 13(2), 82-96.
Marzo-Navarro, M., Pedraja-Iglesias, M., & Rivera-Torres, M. P. (2005). A new management element for universities: satisfaction with the courses offered. International Journal of Educational Management, 19(6), 505-526.
Nunnally, J. C., & Bernstein, I. H. (1994). The Assessment of Reliability. Psychometric Theory, 3, 248-292.
Oliver, R. L. (1999). Whence consumer loyalty?. The Journal of Marketing, 63(2), 33-44.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Customer Expectations of Service. Journal of Retailing, 64(1), 12-40.
Pham, T., Vu, D., & Dinh, V. (2022). The Impact of Academic Aspect Quality on Student Disengagement in Higher Education. Education Sciences, 12(8), 507. https://doi.org/10.3390/educsci12080507
Sharma, S., Mukherjee, S., Kumar, A., & Dillon, W. (2005). A simulation study to investigate the use of cutoff values for assessing model fit in covariance structure models. Journal of Business Research, 58(7), 935-943.
https://doi.org/10.1016/j.jbusres.2003.10.007
Sica, C., & Ghisi, M. (2007). The Italian versions of the Beck Anxiety Inventory and the Beck Depression Inventory-II: Psychometric properties and discriminant power. In Lange M. A. (Ed.), Leading-edge psychological tests and testing research (pp. 27-50). Nova Science Publishers.
Song, Y. (2022). Factors Affecting Student Satisfaction and Loyalty: A Case Study of Xihua University. AU-GSB E-JOURNAL, 15(1), 174-184. https://doi.org/10.14456/augsbejr.2022.51
Wheaton, B., Muthen, B., Alwin, D. F., & Summers, G. (1977). Assessing Reliability and Stability in Panel Models. Sociological Methodology, 8, 84-136.http://dx.doi.org/10.2307/270754
Wu, J. H., & Wang, Y. M. (2006). Measuring KMS Success: A Respecification of the DeLone and McLean’s Model. Journal of Information & Management, 43, 728-739. http://dx.doi.org/10.1016/j.im.2006.05.002
Yousapronpaiboon, K. (2014). SERVQUAL: measuring higher education service quality in Thailand. Procedia-Social and Behavioral Sciences, 116(1), 1088-1095.
Yusoff, M., McLeay, F., & Woodruffe-Burton, H. (2015). Dimensions driving business student satisfaction in higher education. Quality Assurance in Education, 23(1), 86 -104.
Afzal, W., Akram, A., Akram, M. S., & Ijaz, A. (2010, December 6-8). On students’ perspective of quality in higher education [Paper presentation]. 3rd International Conference on Assessing Quality in Higher Education, Lahore, Pakistan. www.icaqhe2010.org/Papers% 20published%20in%203rd%20ICAQHE%202010/28-Dr%20Waheed%20Afzal.pdf.
Global Times. (2022, May 17). China establishes world's largest higher education system with 240 million college graduates. https://www.globaltimes.cn/page/202205/1265868.shtml
