Mediating Effect of Institutional Image on the Relationship between Student Satisfaction and Student Loyalty in Higher Learning Institutions Using the HEdPERF Model

• Published in: Asian Journal of University Education
• Main Author: Mohammed N.H.; Salleh S.M.; Hamzah S.F.M.; Yusof H.S.M.
• Format: Article
• Language: English
• Published: UiTM Press 2023
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85148231839&doi=10.24191%2fajue.v19i1.21221&partnerID=40&md5=86158eab20de1fd59bc19a699b008798

Higher learning institutions in Malaysia have proliferated to fulfil the demands of students to further their studies at the higher level of education. Some higher learning institutions keep promoting their educational services and programmes to capture the interest of these potential students to further their studies in their institutions. Therefore, this study aims to obtain feedback on student satisfaction with service quality provided by the higher learning institutions. Institutional image has played an important role as a mediating variable in this study. The population for this study is 756 students and the sample size required for the study is 90 students based on G-Power. The questionnaires has been distributed to the students online by using the simple random sampling technique. However, only 370 have completed and returned the questionnaires, which have then been gathered and analysed by using PLS 3.3. There have been nine hypotheses constructed for the study. The three dimensions of the HEdPERF model, which are academic aspect, non-academic aspect, and programmes, have supported the hypotheses. However, the remaining two dimensions, which are access and reputation, have rejected the hypotheses. Thus, institutional image and student satisfaction are identified to have supported the hypotheses. Institutional image is a vital mediator between student satisfaction and student loyalty. This study has been conducted to determine whether or not the students are satisfied with services provided by the institution. The institutional image portrayed by the institution could be a pivotal factor in student satisfaction, which leads to student loyalty towards the institution. The results of this study will help to improve its current services to the students and its institutional image too. It can be further explored for future research by adding new variables in HEdPERF. In addition, conducting the same survey on other local public and private universities in Terengganu is also recommended before applying it to the whole country. © 2023,Asian Journal of University Education. All Rights Reserved.