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Service Quality Aspects Influence on Student Satisfaction and Loyalty in Chongqing China |
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| รหัสดีโอไอ | |
| Creator | Tingting cao |
| Title | Service Quality Aspects Influence on Student Satisfaction and Loyalty in Chongqing China |
| Publisher | Assumption University |
| Publication Year | 2566 |
| Journal Title | AU-GSB e-Journal |
| Journal Vol. | 16 |
| Journal No. | 1 |
| Page no. | 140-149 |
| Keyword | Service Quality, Campus Infrastructure, Academic Aspects, Student Satisfaction, Student Loyalty |
| URL Website | http://www.assumptionjournal.au.edu/index.php/AU-GSB/article/view/7188 |
| Website title | AU-GSB e-Journal |
| ISSN | 2775 868x |
| Abstract | Purpose: Higher education improves quality by emphasizing the diversity of students as customers (stakeholders) and students as subjects, flexibility in student demand for universities, and extensive global competition. Thus, this paper determines the factor affecting student satisfaction and student loyalty, which are faculty services, on-campus infrastructure, academic aspects, impact on university reputation, and access to university services. Research design, data, and methodology: Quantitative method (n=500) was used to conduct a questionnaire survey on college students from three well-known universities in Chongqing. A non-probability sampling includes judgment sampling, quota sampling, and convenience sampling to collect data. Structural equation model (SEM) and confirmatory factor analysis (CFA) were used to analyze the data, including model fitting, reliability, and validity. Results: Faculty service, campus infrastructure, academic aspects, reputation, access, and student satisfaction have a significant impact on student loyalty. Student satisfaction strongly influences student loyalty, followed by campus infrastructure, access, reputation, faculty service, and academic aspects. Conclusions: All six hypotheses can fulfill the research objectives. Therefore, it is suggested that universities pay attention to campus infrastructure construction, improve the academic level, establish a better visiting mechanism and improve their reputation, to make students satisfied and loyal. |
