Determinants Influencing Middel School Students’ Loyalty to Intangible Cultural Heritage in Mianyang, China
DOI:
https://doi.org/10.14456/shserj.2023.44Keywords:
Trust, Service Innovation, Service Quality, Satisfaction, LoyaltyAbstract
Purpose: Student satisfaction and loyalty have been debated to elevate the education service and its sustainability. This paper aims to evaluate the essential determinants that significantly impact students’ loyalty to intangible cultural heritage art practice courses in three secondary schools in Mianyang, China. Trust, commitment, service innovation, service quality, value, and satisfaction were all investigated to determine the effect on secondary school students’ loyalty of to the intangible cultural heritage art practice courses. Research design, data, and methodology: The researcher applied a quantitative exploration approach to distribute the quantitative questionnaire to 500 students in the three target middle schools. The sampling methods are judgmental, quota and convenience sampling. The index of item-objective congruence (IOC) and pilot test (n=50) were conducted before the data collection. Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) were utilized to determine the relationships between the variables under study. Results: Most hypotheses were approved. Trust, service innovation, service quality, and value significantly influence satisfaction, but commitment has no significant impact on satisfaction. In addition, satisfaction significantly influences trust. Conclusions: Educators need to focus at establishing quality curriculum and continue to update it for future advancement to enhance student satisfaction and loyalty.
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