Antecedents of Student Loyalty in Open and Distance Learning Institutions: An Empirical Analysis

  • Yon Rosli Daud Open University of Malaysia
  • Mohd Rushidi bin Mohd Amin Open University Malaysia
  • Jeannot bin Abdul Karim Open University Malaysia
Keywords: perceived service quality, perceived e-service quality, university image, student loyalty

Abstract

The purpose of this research is to examine the relationship between factors leading to student loyalty in open and distance learning universities. Specifically, this research explores the relationship between perceived service quality, perceived e-service quality, and university image as mediators of student loyalty in Open University Malaysia (OUM). Data were collected from 16 OUM learning centres throughout Malaysia. A purposive stratified convenience sampling technique was applied and a sample size of 752 respondents was obtained. The data indicated that perceived service quality has a positive and significant relationship with both university image and student loyalty. Similarly, it was found that perceived e-service quality has a positive significant relationship with both university image and student loyalty. University image acted as a mediator both in the relationship between perceived service quality and student loyalty, and in the relationship between perceived e-service quality and student loyalty.

Author Biographies

Mohd Rushidi bin Mohd Amin, Open University Malaysia

Mohd Rushidi bin Mohd Amin holds a doctorate of Business Administration (DBA) from Open University Malaysia
(OUM). His research interests are related to customer loyalty, service recovery, service failure, service quality, customer dissatisfaction, expectation-confirmation model, (ECM), and open and distance learning (ODL).

Jeannot bin Abdul Karim, Open University Malaysia

Jeannot Abdul Karim is a Senior Lecturer and Open University Malaysia (OUM) Group Marketing Director . He holds a Phd from the University Malaya (UM). His research interest includes marketing, customer loyalty,
branding and management.

Published
2020-03-04
How to Cite
Daud, Y. R., Mohd Amin, M. R. bin, & Abdul Karim, J. bin. (2020). Antecedents of Student Loyalty in Open and Distance Learning Institutions: An Empirical Analysis. The International Review of Research in Open and Distributed Learning, 21(3), 18-40. https://doi.org/10.19173/irrodl.v21i3.4590
Section
Research Articles