Assessing the Causal Relationship of Service Quality and Corporate Image on Student Satisfaction and Loyalty among the Technical Universities Students
Sallaudin Hassan1, Jimisiah Jaafar2, Khairul Firdaus3, Mohamad Farid Shamsudin4, Suhana Mohamed5

1Sallaudin Hassan*, Department of Quality Engineering, University Kuala Lumpur (UniKL), Johor Bahru, Johor, Malaysia
2Jimisiah Jaafar, Department of Student Development, University Kuala Lumpur (UniKL), Johor Bahru, Johor, Malaysia
3Khairul Firdaus, Department of Student Development, University Kuala Lumpur (UniKL), Johor Bahru, Johor, Malaysia
4Mohamad Farid Shamsudin, Department of Marketing, University Kuala Lumpur (UniKL), School of Business (UBIS), Kuala Lumpur, Malaysia.
5Suhana Mohamed, Department of Business and Management, University Teknologi Mara (UiTM), Pasir Gudang, Johor, Malaysia

Manuscript received on December 15, 2019. | Revised Manuscript received on December 20, 2019. | Manuscript published on January 10, 2020. | PP: 2417-2421 | Volume-9 Issue-3, January 2020. | Retrieval Number: C9223019320/2020©BEIESP | DOI: 10.35940/ijitee.C9223.019320
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Abstract: Past studies in various areas indicated that customer loyalty is very critical. For technical universities, student loyalty is crucial in this intense competitiveness market. The main purpose of this research is to investigate the causal relationship of service quality, corporate image and student’s satisfaction towards student loyalty. Scope of this research is technical universities in Malaysia. This research involved quantitative approach whereby survey questionnaires were used as instrument for data collection. 398 of returned questionnaires has been analyzed by using Partial Least Square (PLS)-Structural Equation Modeling (SEM). All exogenous constructs empirically found to have causal relationships with student loyalty. This study proved that student loyalty is influenced by service quality, corporate image of universities and student satisfaction. 
Keywords: Service Quality, Corporate Image, Student Satisfaction, Student Loyalty
Scope of the Article: Security Service Systems