Measuring the Effect of Service Quality and Corporate Image on Student Satisfaction and Loyalty in Higher Learning Institutes of Technical and Vocational Education and Training
Sallaudin Hassan1, Mohd. Farid Shamsudin2
1Sallaudin Hassan, Department of Quality Engineering, Universiti Kuala Lumpur UniKL, Malaysian Institute of Industrial Technology MITEC, Bandar Seri Alam, Johor, Malaysia.
2Mohd. Farid Shamsudin, Department of Marketing, Universiti Kuala Lumpur (UniKL), Business School, Kuala Lumpur, Malaysia.
Manuscript received on 01 September 2019 | Revised Manuscript received on 10 September 2019 | Manuscript Published on 23 September 2019 | PP: 533-538 | Volume-8 Issue-5C, May 2019 | Retrieval Number: E10770585C19/19©BEIESP | DOI: 10.35940/ijeat.E1077.0585C19
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Abstract: The 11th Malaysia Plan has emphasized that TVET HLIs is expected to increase the number of enrolment, improve quantity and quality of graduate to meet industry demand. However, in a competitive higher learning industry, previous researches revealed that TVET HLIs are facing challenges such as service quality and corporate image that potentially effect student satisfaction and loyalty. The main objective of this research is to measure the effects of service quality and corporate image on student satisfaction and loyalty. Stimulus- Organism-Response (SOR) model was adapted in conceptualizing the relationship between the constructs. The scope of study is focus on student from TVET HLIs which is Universiti Kuala Lumpur (UniKL). This study adapted quantitative method whereby questionnaires was used as instrument for data collection. 398 data were collected and analyzed using PLS-SEM. The measurement model indicated that the measurement items are reliable and valid. The structural model indicates that there is a significance and direct effects of service quality and corporate image on student satisfaction and student loyalty. In addition, student satisfaction also has significance and direct effects on student loyalty. In the future research, it is suggest to extend the scope to other TVET HLIs and public HLIs.
Keywords: Service Quality, Corporate Image, Student Satisfaction, Student Loyalty.
Scope of the Article: Software & System Quality of Service