Exploring Mediating Role of Corporate Image between Service Quality and Student Loyalty using PLS-SEM
Sallaudin Hassan1, Rahmat Roslan Buang2, Mohamad Ikbar Wahab3, Mohamad Farid Shamsudin4, Muhamad Asyraf Hasim5
1Sallaudin Hassan*, Department of Quality Engineering, University Kuala Lumpur (UniKL), Johor Bahru, Johor, Malaysia.
2Rahmat Roslan Buang, Department of Quality Engineering, University Kuala Lumpur (UniKL), Johor Bahru, Johor, Malaysia.
3Mohamad Ikbar Wahab, Department of Quality Engineering, Universiti Kuala Lumpur (UniKL), Johor Bahru, Johor, Malaysia.
4Mohamad Farid Shamsudin, Department of Marketing, Universiti Kuala Lumpur (UniKL), School of Business (UBIS), Kuala Lumpur, Malaysia.
5Muhamad Asyraf Hasim, Department of Marketing, Universiti Kuala Lumpur (UniKL), School of Business (UBIS), Kuala Lumpur, Malaysia.
Manuscript received on December 13, 2019. | Revised Manuscript received on December 25, 2019. | Manuscript published on January 10, 2020. | PP: 2726-2730 | Volume-9 Issue-3, January 2020. | Retrieval Number: C9233019320/2020©BEIESP | DOI: 10.35940/ijitee.C9233.019320
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The demand on high skill graduate shows increasing trend in the context of Malaysia. Current supply of higher skill graduate is in adequate to support the industry. Thus, the government expected that, the number of student enrolment in higher Technical and Vocational Education and Training (TVET) institutions to be increased. Recent studies highlighted that service quality and corporate image are two critical factors that influence student loyalty. However, the mediating effect of corporate image has given less attention in the previous research. Thus, the purpose of this research is to explore the mediating effect of corporate image on the relationship between the service quality and student loyalty. The scope of this study is final year student of higher TVET universities. 398 of completed questionnaires were analyzing using SPSS and Smart-PLS. The measurement model shows that all constructs are reliable. While the structural model result showed that there is a direct and significant effect of corporate image on the relationship between service quality and student loyalty. The mediating test indicates that there is a partial mediation of corporate image on the relationship between service quality and student satisfaction. Future research is suggested to explore in depth on other factors that could have mediate the relationship between service quality and student loyalty.
Keywords: Service Quality, Corporate Image, Student Loyalty, Technical and Vocational Education and Training (TVET), Higher Education.
Scope of the Article: Smart Learning and Innovative Education Systems