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Factors driving student satisfaction and loyalty in Australian universities : the importance of institutional image

conference contribution
posted on 06.12.2017, 00:00 by R Brown, T Mazzarol
This paper outlines the findings of a study employing a Partial Least Squares (PLS) structural equation methodology to test a customer satisfaction model of the drivers of student satisfaction and loyalty in higher education settings. Drawing upon a moderately large sample of students enrolled in four ‘types’ of Australian universities, the findings suggest that student loyalty is predicted by student satisfaction, which is in turn predicted by the perceived image of the host university. While the perceived quality of "humanware" (e.g. people and process) and "hardware" (e.g. infrastructure and tangible service elements) has an impact on perceived value, this was found to be weak and indeterminate. Of most importance was the impact of the institution’s institutional image, which strongly predicted perceived value, and to a lesser extent student satisfaction. The findings have implications for newer, less prestigious universities seeking to compete in a more deregulated, market driven environment.

Funding

Category 1 - Australian Competitive Grants (this includes ARC, NHMRC)

History

Editor

Kennedy J; Di Milia V

Parent Title

Proceedings of the 20th ANZAM Conference [electronic resource] : Management : pragmatism, philosophy, priorities

Start Page

1

End Page

12

Number of Pages

12

Start Date

01/01/2006

ISBN-10

1921047348

Location

Yeppoon, Qld.

Publisher

Australian and New Zealand Academy of Management

Place of Publication

Lindfield, NSW

Peer Reviewed

Yes

Open Access

No

External Author Affiliations

Graduate School of Management; International conference; Victoria University of Technology;

Era Eligible

No

Name of Conference

Australian and New Zealand Academy of Management. International conference

Usage metrics

CQUniversity

Exports