University intellectual image impact on satisfaction and loyalty of students (Tehran selected universities)

Kheiry, Bahram; Rad, Bahareh Mohammadi; Asgari, Omid

doi:10.5897/ajbm11.434

Cited by 22 publications

(23 citation statements)

References 17 publications

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“…In addition, when that perceived university image forms clear, central and permanent effects on the individuals' perception [18] is considered, there are also researches regarding the effect of perceived university image on various variables. When literature is reviewed, these variables are stated to be students' purpose to choose applying to the university, student loyalty, student satisfaction, students' expectations and quality of education [3,25,37,41]. Brown and Mazzarol [11] have found out that perceived school image predicts student satisfaction and student satisfaction on the other hand predicts student loyalty.…”

Section: Perceived University Imagementioning

confidence: 99%

“…When the literature is reviewed, it is seen that foreign based researches that investigate the relationship between the aforementioned variables have been done [3,25,41]. Alves and Raposo [3] state that school image affects students' loyalty, students' expectations over education and their satisfaction levels.…”

Section: Introductionmentioning

confidence: 99%

“…Alves and Raposo [3] state that school image affects students' loyalty, students' expectations over education and their satisfaction levels. Kheiry et al [25] said that there is a positive relationship between school image, student satisfaction and student loyalty. Purolinna [41] state that university image affects the student's purpose of enrollment and the number of possible applications to university.…”

Section: Introductionmentioning

confidence: 99%

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Relationship between Pre-service Teachers' University Image Perceptions and Student Loyalty: A Structural Equation Model

Kasalak¹,

Özcan²,

Dağyar³

2019

ujer

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The purpose of this study is to determine the level of relation between pre-service teachers' university image perception and student loyalty. This research is designed as correlational survey model. University image scale and student loyalty scale are used in this study. Study group consists of 419 pre-service teachers studying at a state university in Turkey who were determined by simple random sampling method. The relations between student loyalty and university image are examined by Pearson correlation coefficients. Structural equation model is constituted to determine whether pre-service teachers' university image perceptions predict university loyalty. According to the descriptive analysis result, pre-service teachers' university image perception related to their universities is at highest level towards quality image and at lowest level towards pleasure image. Besides, among pre-service teachers' student loyalty levels, identification dimension has the highest level compared with self-commitment and determination dimensions. According to the correlation analysis among research variables, moderate level and positive relations are determined among university image perception and student loyalty variables. Path analysis results explain that university image significantly predicts organizational identification, determination and commitment dimensions of student loyalty: the most predicted dimension is commitment and the lowest predicted dimension is organizational identification.

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Section: Perceived University Imagementioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Relationship between Pre-service Teachers' University Image Perceptions and Student Loyalty: A Structural Equation Model

Kasalak¹,

Özcan²,

Dağyar³

2019

ujer

View full text Add to dashboard Cite

show abstract

“…What is missing in the customer loyalty research in the educational sector is the kind of behavioural attitude employees of educational institutions, especially universities which the study is focused, should demonstrate towards their students for them to be loyal. There are several studies on customer loyalty (for more details, see Al-Awadi, 2002;Chang et al, 2009;Kuo & Ye, 2009 ;Sembiring, 2013;Kheiry et al, 2012;de Waal et al, 2016;Ruiz, et al, 2016 ), we are yet to have a universal definition on the concept. However, for the purpose of this study, we adopted the definition of Reichheld (2003).…”

Section: Introductionmentioning

confidence: 99%

“…Sembiring, 2013;Kheiry et al, 2012;Thomas, 2011;Mohamad & Awang, 2009). What is missing in the customer loyalty research in the educational sector is the kind of behavioural attitude employees of educational institutions, especially universities which the study is focused, should demonstrate towards their students for them to be loyal.…”

Section: Introductionmentioning

confidence: 99%

A study on improving employees’ behaviour towards increasing students’ loyalty: the mediating role of need understanding, service quality, and intimacy among students in Kenya

Amegbe¹,

Hanu²,

Nkukpornu³

2018

10.5267/j.msl

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During the past few years, there have been various studies on the relationship between academic behavior, teaching and student retention but not much has been on administration staff and students. This study examined improving employees' behavioural factors towards increasing students' loyalty. The paper explores the direct mediation and indirect mediation of employee behavioural factors leading to build student loyalty. More specifically the focus is on the constructs of service quality (SQLTY), need understanding (NEEDUND), intimacy (INTIMACY), and student loyalty (STLOY). This study depended on a positivist research paradigm. In this study, over 800 structured questionnaires were administered for research subjects. However, 743 were captured for the final analysis. The analytical tool used in this study is the ADANCO 2.0.1 software and in terms of statistical processing, the PLS-SEM technique was utilized. The two main takeaways from the direct relationships are that INTIMACY is a strong predictor of STLOY, and NEEDUND is also a strong predictor of SQLTY. The indirect mediations of INTIMACY on SQLTY and STLOY, IN-TIMACY on NEEDUND and STLOY, and SQLTY on NEEDUND and INTIMACY were all not supported. The study, like any academic work, has limitations. Despite these limitations, this study offers theoretical as well as practical values for the research community and administrators of universities and higher education administrators as a whole. For administrators of the universities and the higher education, the study points out the critical needs for administrators to better understand students' loyalty and behaviours of employees during the service encounter, which could lead to intimacy and eventually student loyalty. The present study is innovated by quantitatively examining how the above-mentioned behavioural factors of employees could lead to INTIMACY and STLOY.

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The influence of corporate social responsibility on students' emotional appeal in the HEIs: The mediating effect of reputation and corporate image

Aledo-Ruiz

Martínez‐Caro

Jaén

2021

Corp Soc Responsibility Env

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The purpose of this paper is to study the influence of corporate social responsibility (CSR) over higher education institutions' (HEIs) students' emotional appeal and the effect of two mediating variables, corporate image, and reputation. A sample of 211 students surveyed was obtained, and the study was conducted using partial least squares path modeling (PLS‐SEM) technique. The results showed that emotional appeal is influenced by corporate reputation, corporate image, and CSR practices. These effects are not only direct and positive but significant indirect effects are also obtained, which allow the positive effects of CSR to be heightened. This paper contributes to the literature on CSR considering mediating effects of corporative image and reputation in the relationship between CSR and emotional appeal. The findings provide important implications for theory and practice, indicating consistent strategies for competitive advantage in HEIs by achieving stakeholder engagement and new lines of research in terms of emotional marketing.

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University intellectual image impact on satisfaction and loyalty of students (Tehran selected universities)

Cited by 22 publications

References 17 publications

Relationship between Pre-service Teachers' University Image Perceptions and Student Loyalty: A Structural Equation Model

Relationship between Pre-service Teachers' University Image Perceptions and Student Loyalty: A Structural Equation Model

A study on improving employees’ behaviour towards increasing students’ loyalty: the mediating role of need understanding, service quality, and intimacy among students in Kenya

The influence of corporate social responsibility on students' emotional appeal in the HEIs: The mediating effect of reputation and corporate image

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