The Influence of Service Quality Aspects on Satisfaction and Loyalty of Graduate Students in Chongqing, China
DOI:
https://doi.org/10.14456/shserj.2023.51Keywords:
Faculty Service, Campus Infrastructure, Academic Aspects, Student Satisfaction, Student LoyaltyAbstract
Purpose: To attract students and grow the size of universities, it is vital to improving the indicators and quality of universities. The main objective of this study was to determine the significant effect of faculty services, campus infrastructure, academic aspects, university reputation, and access to university services to determine student satisfaction and student loyalty. Research design, data, and methodology: A quantitative method (n=500) was used to conduct a questionnaire survey among college students in Chongqing. A non-probability sampling includes the selection of three well-known universities in Chongqing for judgment sampling. Quota sampling is to determine the proportionate sample of student. Convenience sampling was conducted via online questionnaire to collect data. Structural equation model (SEM) and confirmatory factor analysis (CFA) were used to analyze the data's model fitting, reliability, and validity. Results: Faculty service, campus infrastructure, academic aspects, reputation, access, and student satisfaction significantly affected student loyalty. Student satisfaction had the greatest impact on student loyalty, followed by access, reputation, academic aspects, faculty service, and campus infrastructure. Conclusions: All six hypotheses are consistent with the research objectives. Therefore, it is suggested that universities establish a better visiting mechanism, improve their reputation and academic level, attach importance to faculty services and campus infrastructure, and promote student satisfaction and loyalty.
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