The effect of service quality and marketing strategy on international postgraduate students loyalty towards Malaysian public universities mediated by emotional satisfaction

書誌詳細
第一著者: Kadhim, Hayder Alwan
フォーマット: 学位論文
言語:英語
出版事項: 2023
主題:
HF Commerce
オンライン･アクセス:https://ir.upsi.edu.my/detailsg.php?det=11879
Abstract Abstract here
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author Kadhim, Hayder Alwan
author_facet Kadhim, Hayder Alwan
author_sort Kadhim, Hayder Alwan
description
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institution Universiti Pendidikan Sultan Idris
language English
publishDate 2023
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record_pdf Restricted
spelling upsi-118792025-01-16 The effect of service quality and marketing strategy on international postgraduate students loyalty towards Malaysian public universities mediated by emotional satisfaction 2023 Kadhim, Hayder Alwan HF Commerce <p>This study aimed to determine the effect of service quality and marketing strategy on</p><p>international postgraduate students loyalty towards Malaysian public universities</p><p>mediated by emotional satisfaction. This study used Social Exchange theory to explain</p><p>the phenomenon. A quantitative approach was utilised as the primary research design.</p><p>Data were collected from a random sample of 380 international postgraduate students</p><p>using a questionnaire. Structural Equation Modeling (SEM) was used to analyse the</p><p>data. The findings indicated a significant relationship between service quality and</p><p>customer loyalty ( =0.103, p<0.05), the marketing strategy significantly and positively</p><p>affects the positive emotional satisfaction ( = 0.509, p< 0.05). Service quality affects</p><p>the positive emotional satisfaction ( = 0.214, p< 0.05). Moreover, the findings showed</p><p>that positive emotional satisfaction significantly mediated the relationship between</p><p>service quality and customer loyalty. The negative emotion satisfaction was found to</p><p>be minimally affected by the service quality. In conclusion, the marketing strategy was</p><p>found to be a significant dominant factor that affects customer loyalty as mediated by</p><p>emotional satisfaction. The key implication of this study is that public universities in</p><p>Malaysia needs to focus on the emotional satisfaction of the students in order to</p><p>improve their customer loyalty.</p> 2023 thesis https://ir.upsi.edu.my/detailsg.php?det=11879 https://ir.upsi.edu.my/detailsg.php?det=11879 text eng N/A openAccess Doctoral Perpustakaan Tuanku Bainun Fakulti Pengurusan dan Ekonomi <p>A, A. J. C., & D, M. G. (2020). Journal of Applied Learning & Teaching community of practice. Journal of Applied Learning & Teaching Journal of Applied Learning & Teaching, 3(1), 112.</p><p>Abbas, J., Kumari, K., & Al-rahmi, W. M. (2021). Quality management system in higher education institutions and its impact on students employability with the mediating effect of industry academia collaboration. 12(2).</p><p>Abdullah, F. (2006). The development of HEdPERF : a new measuring instrument of service quality for the higher education sector. 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spellingShingle HF Commerce
Kadhim, Hayder Alwan
The effect of service quality and marketing strategy on international postgraduate students loyalty towards Malaysian public universities mediated by emotional satisfaction
thesis_level PhD
title The effect of service quality and marketing strategy on international postgraduate students loyalty towards Malaysian public universities mediated by emotional satisfaction
title_full The effect of service quality and marketing strategy on international postgraduate students loyalty towards Malaysian public universities mediated by emotional satisfaction
title_fullStr The effect of service quality and marketing strategy on international postgraduate students loyalty towards Malaysian public universities mediated by emotional satisfaction
title_full_unstemmed The effect of service quality and marketing strategy on international postgraduate students loyalty towards Malaysian public universities mediated by emotional satisfaction
title_short The effect of service quality and marketing strategy on international postgraduate students loyalty towards Malaysian public universities mediated by emotional satisfaction
title_sort effect of service quality and marketing strategy on international postgraduate students loyalty towards malaysian public universities mediated by emotional satisfaction
topic HF Commerce
url https://ir.upsi.edu.my/detailsg.php?det=11879
work_keys_str_mv AT kadhimhayderalwan theeffectofservicequalityandmarketingstrategyoninternationalpostgraduatestudentsloyaltytowardsmalaysianpublicuniversitiesmediatedbyemotionalsatisfaction
AT kadhimhayderalwan effectofservicequalityandmarketingstrategyoninternationalpostgraduatestudentsloyaltytowardsmalaysianpublicuniversitiesmediatedbyemotionalsatisfaction

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