Search Results (37)

In the increasingly competitive landscape of higher education, student satisfaction and loyalty are recognized as essential components for institutional sustainability and long-term success. This study aims to examine the interrelationships between service quality, technological innovation, student satisfaction, and student loyalty within higher education institutions in the Turkish Republic of Northern Cyprus (TRNC). Grounded in relationship marketing theory and the expectancy–disconfirmation paradigm, the research develops and tests a structural model that investigates the impact of perceived service quality on technological innovation, student satisfaction, and loyalty. The data were collected from 448 undergraduate students studying in the faculties of education at five leading private universities in TRNC, selected based on their international academic rankings. The analysis, conducted using structural equation modelling (SEM), reveals that service quality significantly and directly influences technological innovation, student satisfaction, and student loyalty. Additionally, technological innovation has a positive but comparatively weaker effect on student loyalty. Among the variables, student satisfaction emerges as the strongest determinant of loyalty, serving as a key mediator in the relationship between service quality and loyalty. This research contributes to the higher education literature by extending the traditional service quality–loyalty framework with the inclusion of technological innovation. The findings offer practical insights for university administrators, emphasizing the importance of delivering high-quality educational services combined with continuous digital innovation to enhance the student experience and foster long-term student commitment. Full article

An empirical analysis was conducted by evaluating the emotional responses of 30 university students in a virtual museum environment using a combination of subjective scales and physiological monitoring technologies. The experimental samples were divided into a control group (without gamification) and four experimental groups featuring different combinations of gamification elements. The results showed a significant increase (p < 0.05) in emotional arousal (both subjective and physiological) and intention to revisit in the experimental groups compared to the control group, indicating that gamification elements effectively enhance visitors’ emotional engagement and loyalty. However, no significant differences were observed in the impact of different gamification combinations on physiological emotions and revisit intention, suggesting that visitors are more concerned with the presence of gamification elements than their specific forms. Correlational analysis revealed a significant positive correlation between heart rate (HR) and subjective positive emotions and revisit intention, indicating its potential as a critical indicator of emotional engagement. This study confirms the practical value of gamification elements in virtual museums, emphasizing the priority of essential elements and the balance between challenge and reward mechanisms. The inclusion of physiological indicators provides a multidimensional perspective for emotion assessment, addressing the limitations of traditional subjective methods. Full article

This study investigates how service quality, emotional experience, and Environmental, Social, and Governance (ESG) practices jointly influence students’ behavioral intentions in higher education. Drawing from the SERVQUAL model, the Theory of Planned Behavior (TPB), and ESG-related frameworks, this research develops and empirically tests a comprehensive conceptual model using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). The study employed a stratified sampling strategy and collected 462 valid responses from university students across various disciplines, regions, and academic levels in Taiwan. The results reveal that both service quality and ESG practices significantly and positively impact students’ behavioral intentions, with emotional experience serving as a critical mediating variable. Service quality—characterized by responsiveness, reliability, assurance, empathy, and tangible resources—was found to shape students’ affective responses and loyalty behaviors, such as recommending the university and engaging in alumni activities. Likewise, ESG initiatives, such as green campus practices, community involvement, and transparent governance, enhanced students’ emotional attachment and behavioral support. Hierarchical regression analysis, conducted alongside SEM, confirmed the robustness of the model and further highlighted demographic variations. This study contributes to the literature by integrating ESG principles into the higher education service quality framework and validating the mediating role of emotional experience. It provides both theoretical advancement and actionable insights for university administrators. Practical recommendations include enhancing frontline service delivery, embedding ESG practices into institutional culture, and designing emotionally engaging student experiences. The findings underscore the strategic value of adopting a holistic, value-based approach to educational quality management in fostering long-term student loyalty and institutional sustainability. Full article

Educational tourism in rural areas promotes local employment, economic development, and poverty alleviation. Given that there is a lack of research on emerging and developing nations, this study adopted the viewpoint of an emerging country and empirically demonstrates the relationships of consumer behavior with education tourism in rural areas. In particular, the study focused on push-pull motivation factors and loyalty. The mediating role of overall satisfaction on the relationship between push-pull motivation and loyalty was also investigated. The study extracted questions from a sample of 234 students in China and quantitatively analyzed the data using a structural equation model (SEM). The results show that pull motivation factors contribute directly to loyalty, and push motivation was the strongest construct influencing loyalty through overall satisfaction. The results show that in this field, managers need to pay more attention to push and pull motivation at different marketing stages. Full article

This study aims to investigate the relationship between front-line employees’ (FLEs) extra-role behavior (ERB) and its influence on student satisfaction (SS), student loyalty (SL), and university image (UI), while also examining the moderating effect of student cynicism (SC). Drawing on the service profit chain model, this research proposes a positive relationship between ERB and SS, SL, and UI, with SC acting as a moderator for the relationship between ERB and SS. Using a survey research design, the study was conducted at a semi-government university in the United Arab Emirates (UAE) during a service encounter between FLEs and students, involving 251 students as respondents. Structural Equation Modeling (SEM) was used to analyze the data collected. The findings demonstrated a significant positive relationship between FLE ERB and SS, SL, and UI. Additionally, the study revealed that SC moderates the relationship between FLE ERB and SS, suggesting that highly cynical students are less responsive to employee extra-role behavior. These findings have significant implications for university management and policymakers. By understanding the impact of FLE ERB on student outcomes and the moderating effect of SC, universities can develop and strengthen targeted strategies to enhance SS, SL, and UI. Full article

Globally, people have a rising desire to obtain certificates, degrees, and diplomas in higher institutions, described as “diploma disease”. Additionally, the need for sustainable education becomes imperative as globalization increases. To meet these demands, there is a need for Higher Education Institutions (HEIs) to have adequate support for both students and academics. However, these HEIs are faced with the challenge of meeting set goals and values. For leaders in HEIs, inclusion is a critical challenge. This paper investigates perceived institutional support’s (PIS) role in mediating the co-relationship between academic loyalty and inclusive leadership within HEIs. The study presents a literature review to give some background. This paper’s conceptual framework is built on PIS from social exchange theories. Based on the design, a quantitative survey was adopted for the study. A random sample of 402 academics in HEIs was deployed for the study. A questionnaire instrument was designed to elicit information from the respondents. A structural equation model (SEM) was then adopted for the data analysis. The SEM approach was utilized to investigate the connection between academic loyalty and inclusive leadership at HEIs, with the mediating factor of PIS. The findings reveal a positive relationship exists between academic loyalty and inclusive leadership. While PIS positively connects both, there is also an inference that institutional support exists. This study provides insights that could assist stakeholders in formulating policies on employee needs and what could be done to improve and attain sustainable education in HEIs. It highlights applicable impacts towards increased productivity in HEIs, reflecting achieved targets regarding key performance indicators (KPI) and improved institutional performance. Full article

This article theorizes Islamic feminism as a form of ‘friendship with/in tradition’, drawing creatively on Sufism. It unpacks these feminist friendships as forms of ‘radical, critical fidelity’ which includes commitments and loyalties to tradition while simultaneously engaging critically with sexism, patriarchy, and homophobia. Core epistemological and ethical concerns are explored, including the nature of relationships to tradition; analytical methods for engaging with Muslim tradition from a gendered lens; religious authority and authoritarianism; and most significantly, engaging with emancipatory horizons of imagination that are attentive to the contemporary axes of power and privilege. The paper turns to rethinking approaches to hierarchy and possibilities for abuse, focusing on the shaykh–murīd and broader teacher–student relationships. It presents a nuanced approach to engaging with hierarchies as a serious analytical category that requires attention. Positing fluidity, transparency, and accountability as central to cultivating responsible hierarchical practices, the article suggests that friendship as a modality of relationships can contribute to such positive transformations. This article, emerging from a project on Muslim feminist ethics, presents creative theorizations of Islamic feminism as a liberatory project of human and divine friendships, inspired by Sufi ideas of walāya. Full article

This study aims to address a lack of research on sports value consciousness among Korean university students by examining the moderated mediating effect of sports value consciousness on the relationship between university students’ sports YouTube engagement and their sport activity loyalty. A total of 231 Korean university students were recruited for this study. The analytical model was validated using the SPSS PROCESS Macro (Model no. 8). Exercise behavior was found to have a significant positive effect on both sports YouTube engagement and sport activity loyalty, while sports YouTube engagement had a significant positive effect on sport activity loyalty. Furthermore, the interaction between exercise behavior and sports value consciousness had a significant positive effect on sport activity loyalty at a low to moderate level. Results suggest that, for Korean university students, sports value consciousness is more important at a low to moderate level of sport activity loyalty than at a high level. The importance of sports value consciousness is highlighted in the context of the development of sports media and the sociological aspects of sports engagement among university students. Full article

Lately, smartphones have had a significant impact on how individuals act, mainly when they shop. In Malaysia, Shopee is the online shopping website that has garnered the most traffic from e-commerce sites. Shopee Express recognizes the importance of customer happiness and brand loyalty in measuring consumer purchasing behavior for long-term performance. Some prior studies have had mixed results on the factors that influence online shopping apps’ brand loyalty with the interactive effect of other variables. To contribute to resolving these varied views, this study proposes that customer satisfaction mediates the antecedent factors that influence students’ loyalty to the Shopee app. As a cross-sectional online survey, we obtained data from 298 university students using the Shopee application. Partial least squares structural equation modeling (PLS-SEM) was used to analyze data, whereby the results confirmed a significant effect of the accuracy of delivery on brand loyalty and customer satisfaction, the price of delivery and customer satisfaction, and information quality on brand loyalty and customer satisfaction. Furthermore, easy payment also significantly affected brand loyalty and customer satisfaction, and customer satisfaction mediates delivery accuracy and brand loyalty, the price of delivery, information quality, and the brand loyalty link of students to the Shopee application. This study’s novelty is uncovering the intervening role of customer satisfaction in the antecedent factors of brand loyalty of the Shopee app. This study further contributes by providing helpful information to the stream of online logistic firms like Shopee to meet client needs and by providing valuable insights for scholars. Full article

Smartphones have become increasingly essential in people’s daily lives. Studying the enablers that influence students’ smartphone buying intentions can inform technology-enhanced learning development, whereas research on brand loyalty and experience is important for marketing strategies. While prior research has acknowledged the importance of brand experience and customer loyalty, little literature has investigated the specific dimensions of brand loyalty and their connection to brand love and trust. This study investigates the effects of brand attributes on loyalty and word-of-mouth engagement in choosing smartphones in China, including the mediating role of brand trust and brand love between brand experience and loyalty. The study adopted a research framework based on the previous literature and tested it empirically. The study adopted a cross-sectional survey method, collecting 369 questionnaires from Chinese students in mainland China. The collected data were analyzed with the help of structural equation modelling by applying AMOS software version 26. The results showed that brand experience had a significant influence on brand trust, brand love, attitudinal loyalty, and word-of-mouth, except for behavioral loyalty. Likewise, the link between brand trust and attitudinal loyalty, behavioral loyalty, and brand love was found to be significant. The effect of brand love on attitudinal loyalty and behavioral loyalty became significant. Additionally, the study confirmed that behavioral trust and brand love significantly mediates the relationship between brand experience–attitudinal loyalty, and brand experience–behavioral loyalty, respectively. The study results provide numerous theoretical and managerial implications to help academicians and practitioners provide better customer and brand relationship management. Full article

Universities play a significant role in the economic development of society as they provide knowledge and skills that are essential for social sustainability. In recent years, universities shifted their focus towards student-centered education and need to reconsider their sustainable strategies to become more competitive by encouraging student co-creation behaviors. To create a unique experience, universities aim to involve students in creating and delivering their educational experiences. The purpose of this paper is to investigate how the perceived quality of educational service and the institutional image of a university influence students’ value co-creation behavior, and the role of loyalty in this process. The study is based on two complementary studies conducted in an Italian public university. The first study involved 720 undergraduate students with one business management bachelor’s degree who completed a questionnaire to collect primary data. The second study used six focus groups to identify which specific students’ experiences and university activities stimulated co-creation behaviors. The results show that student loyalty plays an important mediating role between university image, students’ quality perception, and co-creation behavior. Additionally, only three dimensions of quality, namely quality non-academy aspects, quality reputation, and quality access have an impact on students’ loyalty. Therefore, only two dimensions of brand image, university brand knowledge (UK), and university brand prestige (UPR) have a direct effect on value co-creation behavior. These findings have important implications for higher education institutions (HEIs) to develop managerial strategies that increase students’ co-creation behavior. The co-creation process should be considered as part of HEIs’ image-building and quality policy-enhancing strategy. Despite the value co-creation approach being overlooked in studies on HEIs governance, this study highlights its potential as a strategic approach for improving service quality and university image. Full article

The grim effects of COVID-19 have widely obstructed every sector of life, and the education sector is not an exception. The physical meeting restrictions, lockdowns, social distancing, and movement control orders increased the dropouts of students in educational institutes. These dropouts compromised the contribution of the educational sector to the gross domestic product (GDP) and worsened the economic situation. The spike of COVID-19 shaped a curve of fears, and students are clueless as to how to mitigate its affects. Therefore, this study proposes an implication of a rare phenomenon termed as student volunteering behavior. Student volunteering behavior has the capacity to turn existing students into advocates of the institute, a great assistance to attract potential students and bring back the dropout students. This study suggests that educational institutes in Thailand should provide a better experience to students, strengthen the institute’s image, and make students aware of their services. Their memorable experiences of institutional services will enhance students’ loyalty and urge them to exhibit volunteering behavior. The result of this study indicates significant fallout of institute experience and image to student loyalty and to the student volunteering behavior. However, the study unveiled insignificant results of the relationship between institute awareness to the student loyalty and student volunteering behavior. Furthermore, the study proposes directions for further studies based on the rarer limitations. Full article

This study aimed to evaluate the quality of Public Transport (PT) in the Jordan University of Science and Technology (JUST) area, Irbid, Jordan. The study focused on two different analytical techniques. The first was the Partial Least Squares Structural Equation Model (PLS-SEM) method to analyze student satisfaction and loyalty toward using PT. The second method was binary logistic regression (BLR), which analyzed factors such as socioeconomic status and travel habits that might make someone choose PT or their car to travel to JUST. Data were collected through an electronic and paper-based questionnaire with 572 participants. This study concluded that the proposed structural model could explain 76% of the loyalty variance. Passenger satisfaction, perceived service quality, perceived costs, and environmental impact were four of the five factors directly influencing passenger loyalty that demonstrated significant impact. In addition, it was concluded that through Multi-Group Analysis (MGA), gender group was the most influential categorical moderator variable. Moreover, the indirect analysis showed that perceived service quality was the most important mediator between the observed constructs’ relationships. BLR showed that the mode of transportation at JUST was statistically correlated with occupancy, travel cost, travel time, average use of PT, and car ownership, with an overall model accuracy of 90.0%. In conclusion, by considering the discussed influencing factors, it is recommended that transportation agencies consider perceived costs, information, reliability, safety, and vehicle characteristics variables while improving PT service quality and travel time, especially in rural areas, which may raise passenger satisfaction, shift car users to PT, and lower emissions. Thus, research results can assist policymakers in implementing sustainable modes of PT. Full article

The success of small, medium, and micro enterprises (SMMEs) is especially important for increasing employment and economic growth that is sustainable in developing nations. SMMEs are reported to be more successful if they use particular business management strategies compared with those that do not implement such strategies. Service-learning projects (S-LPs), in the form of student-led advertising agencies (SLAAs), can assist SMME clients (community partners) with customer research, knowledge transfer and skills training, advertising, and marketing and business services, as well as provide students with practical experience. However, most research is directed at the student benefits, and few empirical studies investigate the advantages for the clients. Therefore, the main objective of this inquiry was to examine SMMEs’ satisfaction in terms of the perceived influence of a SLAA S-LP on lasting impact and business performance. A total of 107 SMME clients were surveyed via a structured questionnaire. The findings indicated that the SLAA S-LP had a significant positive influence on the lasting impact, and business efficiency, brand awareness, competitive advantage, employee motivation, customer loyalty, new customers, and sales of the participating SMMEs. Therefore, the SLAAs provided the SMMEs with low-cost marketing and advertising options that improved the performance of their businesses. Full article

Customer loyalty is a critical factor for any business’ long-term profitability and growth. Despite the rapid expansion and prominence of e-commerce, businesses still face challenges in attaining customers’ e-loyalty. The objective of this paper is to uncover the numerous factors that have an impact on e-loyalty. The data were gathered from 334 students from various universities in Saudi Arabia. With the aid of structural equation modeling (SEM), the hypotheses were examined. The findings support the links between effect expectation, social influence, and facilitating conditions on the use of e-commerce (UEC). However, the linkage between perceived risk and performance expectations on the UEC is not supported. In addition, the UEC predicts e-commerce satisfaction, and e-commerce satisfaction predicts e-loyalty. The paper also supports the UEC and e-commerce satisfaction as mediators. Importantly, the e-commerce experience is supported as a moderator of the connection between e-commerce satisfaction and e-loyalty. The paper recommends that online businesses assess the three constructs of effect expectation, social influence, and facilitating condition that are positively associated with the UEC. Various implications, both theoretical and practical, are highlighted. Full article