The Impact of Satisfaction on Loyalty in Higher Education : The Mediating Role of University’s Brand Image

DOI

10.2991/piceeba2-18.2019.37How to use a DOI?

Keywords

Satisfaction; brand image; higher education; student loyalty; mediating role

Abstract

The selection process for excellent input (i.e., student) at the university has become the main issue in the higher education industry in recent years. More specifically, many top universities at the level of national and/or international select the excellent student candidate until the remote area in Indonesia. Thus, it makes local public universities in West Sumatera province also face high competition to finding the excellent candidate which is, excellent input is important to build university brand image. Therefore, this study investigates the determinants of customer satisfaction and student loyalty at Universitas Negeri Padang (UNP). By reason of there have been limited studies on mediating effect, this paper introduces the university brand image as a moderator. The researchers collected data from the student at UNP and path analysis was used to examine the research framework. The empirical findings show that student satisfaction is an important determinant of student loyalty. The interesting finding, university brand image has significantly mediating on the relationship between satisfaction and loyalty. The findings suggest that university brand image should be considered by the university’s management as a good alternative for building student loyalty.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Henri Andi Mesta
PY  - 2019/04
DA  - 2019/04
TI  - The Impact of Satisfaction on Loyalty in Higher Education : The Mediating Role of University’s Brand Image
BT  - Proceedings of the 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018)
PB  - Atlantis Press
SP  - 279
EP  - 284
SN  - 2352-5428
UR  - https://doi.org/10.2991/piceeba2-18.2019.37
DO  - 10.2991/piceeba2-18.2019.37
ID  - Mesta2019/04
ER  -