The moderating influence of trust on the relationship between institutional image/reputation, perceived value on student loyalty in higher education institution
Year: 2015
Type: article
Study design: Observational Study
Abstract: This survey investigates the moderating infl uence of trust on the relationships between institutional image/reputation, perceived value on student loyalty.The methodology utilises primary data obtained from questionnaire administered to a sample of 304 postgraduate international students in Universiti Utara Malaysia using simple random probability sampling.Multiple regression technique was employed to analyse data via SPSS statistical package.Results established that institutional image and perceived value have signifi cant positive infl uence on student loyalty.Institutional image has signifi cant positive infl uence on perceived value.The infl uence of image on student loyalty is greater followed by image on student perceived value.Furthermore trust was found to insignifi cantly moderate between institutional image and perceived value on student loyalty.It is recommended that to successfully compete in a dynamic and complex world of academic excellence universities must be seen to portray favourable image/reputation in terms of practices and actions that invariably transforms to higher perceived value and student loyalty behaviour.
Institution: Universiti Utara Malaysia
Language: English
Subfield: Marketing
Domain: Social Sciences
SDG: Quality education
Open Access status: gold
Estimated APC paid: $300
OpenAlex ID: W2135553282