What Factors Influence Students’ Satisfaction and Loyalty in Higher Education Institutions in Jiangxi, China?
Keywords:
Student Satisfaction, Student Loyalty, Higher Education, Undergraduate StudentAbstract
Purpose: This study examines the factors that influence undergraduate students’ satisfaction and loyalty toward higher education institutions in Jiangxi Province, China. A conceptual framework was developed to analyze the relationships among teachers and teaching (TT), academics (AC), service delivery (SD), built environment (BE), reputation of the university (RU), student satisfaction (SS), and student loyalty (SL). Research design, data and methodology: A quantitative design was employed with 450 undergraduates at Jiangxi Polytechnic University. Non-probability sampling combined judgmental and quota techniques to ensure representativeness. Data were collected through an online questionnaire using a 5-point Likert scale, and validated using a pilot test. Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA) were applied to test model fit, reliability, and validity. Results: The results confirmed that all six hypotheses were supported. TT, AC, SD, BE, and RU significantly influenced SS, while SS directly predicted SL. TT showed the strongest effect on SS, followed by SD, with SS further exerting a positive impact on SL (β = 0.364). Conclusions: The findings highlight that student satisfaction is a crucial mediator linking academic, service, and institutional factors to loyalty. These results suggest that policymakers and university leaders should prioritize teaching quality, service delivery, and institutional reputation to strengthen sustainable development in higher education.
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