Browse > Article
http://dx.doi.org/10.13106/jafeb.2021.vol8.no8.0251

The Effect of Service Quality on Student Loyalty and Student Satisfaction: An Empirical Study of Universities in Vietnam  

DOAN, Thuy Thanh Thi (Faculty of Business Administration, Ho Chi Minh City Open University)
Publication Information
The Journal of Asian Finance, Economics and Business / v.8, no.8, 2021 , pp. 251-258 More about this Journal
Abstract
In recent years, there have been several studies on service quality in higher education, however, research on service quality and sustainable activities affecting student loyalty has been largely ignored in previous studies. This paper investigates the role of service quality in creating student loyalty, and how university sustainability practices and student satisfaction mediate the relationship between service quality and student loyalty. The paper draws attention to university sustainability practices and understanding its impact on student satisfaction and loyalty in Vietnamese public universities. A quantitative methodology is explored, and data was collected through an online structured questionnaire. Responses are gathered from 278 students of public universities in Ho Chi Minh City, Vietnam. Structural equation modeling is used to examine the associations between the constructs by using the PLS-SEM approach. The results show that service quality has a significant effect on university sustainability practices, student satisfaction, and student loyalty. In addition, university sustainability practices and student satisfaction also mediate the relationship between service quality and student loyalty. The author's findings may guide the key decision-makers in universities to incorporate service quality and universities' sustainability practices in their strategy and thereby improve student satisfaction and student loyalty.
Keywords
Service Quality; University Sustainability Practices; Student Satisfaction; Student Loyalty; Vietnam;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Mulyono, H., Hadian, A., Purba, N., & Pramono, R. (2020). Effect of service quality toward student satisfaction and loyalty in higher education. The Journal of Asian Finance, Economics, and Business, 7(10), 929-938. https://doi.org/10.13106/jafeb.2020.vol7.no10.929   DOI
2 Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65, 81-93. https://doi.org/10.1509/jmkg.65.2.81.18255   DOI
3 Chaudhary, S., & Dey, A. K. (2021). Influence of student-perceived service quality on sustainability practices of university and student satisfaction. Quality Assurance in Education, 29(1), 29-40. http://doi.org/10.1108/QAE-10-2019-0107   DOI
4 Chomvilailuk, R., & Butcher, K. (2014). Effects of quality and corporate social responsibility on loyalty. Service Industries Journal, 34(11), 938-954. https://doi.org/10.1080/02642069.2014.915952   DOI
5 Crowther, D., & Seifi, S. (2013). Walking the talk: teaching corporate social responsibility in UK higher education institutions. Bingley: Emerald Group Publishing.
6 Velazquez, L., Munguia, N., Platt, A., & Taddei, J. (2006). Sustainability University: what can be the matter? Journal of Cleaner Production, 14(9/11), 810-819. https://doi.org/10.1016/j.jclepro.2005.12.008   DOI
7 Von Der Heidt, T., & Lamberton, G. (2011). Sustainability in the undergraduate and postgraduate business curriculum of a regional university: a critical perspective. Journal of Management and Organization, 17(5), 670-690. https://doi.org/10.1017/S1833367200001322   DOI
8 Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (2nd ed.). Thousand Oaks, CA: Sage Publications.
9 Dam, S. M., & Dam, T. C. (2021). Relationships between service quality, brand image, customer satisfaction, and customer loyalty. The Journal of Asian Finance, Economics, and Business, 8(3), 585-593. https://doi.org/10.13106/jafeb.2021.vol8.no3.0585   DOI
10 Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 328-388. https://doi.org/10.1177/002224378101800313   DOI
11 Hennig-Thurau, T., Langer, M. F., & Hansen, U. (2001). Modeling and managing student loyalty: an approach based on the concept of relationship quality. Journal of Service Research, 3(4), 331-344. https://doi.org/10.1177/109467050134006   DOI
12 Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8   DOI
13 Dean, B. A., Gibbons, B., & Perkiss, S. (2019). An experiential learning activity for integrating the united nations sustainable development goals into business education. Social Business, 8(4), 387-409. http://doi.org/10.1362/204440818X15445231830058   DOI
14 Jones, J. L., & Mahmood, S. (2015). Service quality expectations: Exploring the importance of SERVQUAL dimensions from different non-profit constituent groups. Journal of Nonprofit & Public Sector Marketing, 27(1), 48-69. https://doi.org/10.1080/10495142.2014.925762   DOI
15 Nunnally, J. C. (1978). An overview of psychological measurement. In B. B. Wolman (Ed.), Clinical diagnosis of mental disorders, (pp. 97-146). New York: Plenum Press.
16 Brown, D. P. (2010). The systematic and non-systematic variations in the correlations of stock returns. SSRN Journal, 1(1), 1-12. http://ssrn.com/abstract=1591911
17 Annamdevula, S., & Bellamkonda, R. S. (2016). The effects of service quality on student loyalty: the mediating role of student satisfaction. Journal of Modelling in Management, 11(2), 446-462. https://doi.org/10.1108/JM2-04-2014-0031   DOI
18 Arya, V., Sethi, D., & Paul, J. (2019). Does digital footprint act as a digital asset? Enhancing brand experience through remarketing. International Journal of Information Management, 49, 142-156. https://doi.org/10.1016/j.ijinfomgt.2019.03.013   DOI
19 Ozdemir, Y., Kaya, S. K., & Turhan, E. (2020). A scale to measure sustainability campus services in higher education: Sustainability service quality. Journal of Cleaner Production, 245, 118839. https://doi.org/10.1016/j.jclepro.2019.118839   DOI
20 Ringle, C. M., Wende, S., & Becker, J. M. (2015). SmartPLS 3. Boenningstedt: SmartPLS GmbH.
21 Latif, K. F., Bunce, L., & Ahmad, M. S. (2021). How can universities improve student loyalty? The roles of university social responsibility, service quality, and "customer" satisfaction and trust. International Journal of Educational Management, 35(4), 815-829. https://doi.org/10.1108/IJEM-11-2020-0524   DOI
22 Long, S., Duang-Ek-Anong, S., & Vongurai, R. (2021). Determinants of business education on student satisfaction in higher education: A case study in Cambodia. The Journal of Asian Finance, Economics, and Business, 8(3), 1405-1416. https://doi.org/10.13106/jafeb.2021.vol8.no3.1405   DOI
23 Vazquez, J. L., Aza, C. L., & Lanero, A. (2015). Students' experiences of university social responsibility and perceptions of satisfaction and quality of service. Ekonomski Vjesnik/Econviews: Review of Contemporary Business, Entrepreneurship and Economic Issues, 28(S), 25-39. https://hrcak.srce.hr/ojs/index.php/ekonomski-vjesnik/article/view/3091
24 Shurair, A. S. A., & Pokharel, S. (2019). Stakeholder's perception of service quality: A case in Qatar. Quality Assurance in Education, 27(4), 493-510. https://doi.org/10.1108/QAE-05-2017-0023   DOI
25 Srinaruewan, P., Binney, W., & Higgins, C. (2015). Consumer reactions to corporate social responsibility (CSR) in Thailand. Asia Pacific Journal of Marketing and Logistics, 27(4), 628-652. https://doi.org/10.1108/APJML-10-2014-0151   DOI
26 Mulyono, H. (2020). Antecedents of student loyalty within universities in North Sumatra Province, Indonesia. The Journal of Asian Finance, Economics, and Business, 7(12), 491-500. https://doi.org/10.13106/jafeb.2020.vol7.no12.491   DOI
27 Lubis, A., Dalimunthe, R., Absah, Y., & Fawzeea, B. K. (2021). The effect of corporate communication and service quality on customer loyalty and satisfaction in sharia banking. The Journal of Asian Finance, Economics, and Business, 8(3), 1267-1274. https://doi.org/10.13106/jafeb.2021.vol8.no3.1267   DOI
28 Maignan, I., Ferrell, O. C., & Hult, G. T. M. (1999). Corporate citizenship: cultural antecedents and business benefits. Journal of the Academy of Marketing Science, 27(4), 455-469. https://doi.org/10.1177/0092070399274005   DOI
29 Marzo-Navarro, M., Pedraja-Iglesias, M., & Rivera-Torres, M. P. (2005). Measuring customer satisfaction in summer courses. Quality Assurance in Education, 13(1), 53-65. http://doi.org/10.1108/09684880510578650   DOI
30 Tomlinson, M. (2017). Student perceptions of themselves as consumers of higher education. British Journal of Sociology of Education, 38(4), 450-467. https://doi.org/10.1080/01425692.2015.1113856   DOI
31 Parasuraman, A., Zeithaml, V., & Berry, L. (1985). A conceptual model of service quality and its implication for future research. Journal of Marketing, 49(4), 41-50. https://doi.org/10.2307/1251430   DOI
32 Nejati, M., & Nejati, M. (2013). Assessment of sustainability university factors from the perspective of university students. Journal of Cleaner Production, 48, 101-107. https://doi.org/10.1016/j.jclepro.2012.09.006   DOI