Student Satisfaction and Session of Study as Predictors of Loyalty Among University Students

Abstract

The continuous growth in the global economy has led to a snowballing request for higher education and an increase in the institutions that offer higher degrees. Therefore, higher educational institutions must create student satisfaction to sustain students’ loyalty. This study examined the influence of students’ satisfaction and study sessions on loyalty among students. Two hundred and eighty-two students were selected to complete Student Satisfaction and Loyalty scales. Hierarchical regression and multivariate analysis were used to analyse the data. Results indicated that student satisfaction positively correlates with student loyalty. All the components of student satisfaction were positively correlated with student loyalty. The level of loyalty was higher for weekend- and evening-track students compared to morning-session students. However, there was no significant difference in levels of student satisfaction between morning, evening, and weekend sessions. The current study adds to existing research on satisfaction and loyalty by analysing the many factors of satisfaction and their influence on student loyalty. The study employs the Dissonance Theory of Pleasure to explain how student services might undermine student loyalty. In today’s competitive environment, increasing student happiness is critical when student loyalty is required to ensure the survival of higher education institutions in the global context. Thus, it is recommended that, for a university to survive, improving student satisfaction must be a priority to increase student loyalty.