Determinants of Satisfaction and Loyalty of Non-Governmental University Students with Focus on Students Perceived Value (Case Study: Students of Nabi Akram Institute of Higher Education)

Document Type : The scientific research paper

Authors

1 Assistant Professor, Department of Economy and mamagement,Tabriz University, Tabriz Iran.

2 Department of Mechanical Engineering, University college of Nabi Akram, Tabriz Iran

3 Assistant Professor, Department of Mathematics and Statistics, Tabriz Branch, Islamic Azad University, Tabriz, Iran.

Abstract

In the context of our country higher education, Due to the increasing competition of universities and higher education institutions and the constantly changing needs and wants of students, Monitoring and managing student satisfaction and loyalty is an important requirement for achieving a competitive advantage.The purpose of this study is to investigate the factors that determine students' satisfaction and the role of these factors in their loyalty. This research is of applied type and has a quantitative character and with the aim of expressing correlation has been done in a survey. The statistical population of the study was the students of Nabi Akram Higher Education Institute who were selected as a sample through non probabilistic quota sampling based on the share of the total number of degree-field orientation and year of university entrance. Data were collected through a standard questionnaire. Also, the reliability of the questionnaire was evaluated by calculating Cronbach's alpha coefficient and its validity was evaluated by first and second order confirmatory factor analysis. To test the hypotheses, the structural equation modeling method was used using Smart PLS software version 3. The results showed that the image of the university, students' expectations, quality of perceived services and perceived value Students' satisfaction and loyalty are one of the most important factors. Among these, the image of the university, students' expectations, the quality of perceived services and the perceived value of students have a positive effect on their satisfaction with the university. Also University image and students' satisfaction have a positive effect on their loyalty to the university.

Keywords

Journal of Intelligent Marketing Management
Volume 3, Issue 4 - Serial Number 16
December 2022
Pages 169-196

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History

  • Receive Date: 22 December 2022
  • Accept Date: 22 December 2022

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