Relationship of Service Quality Factors Affecting Loyalty to University from International Students Perspective: Case Study UTHM

Abstract

This study seeks to address the impact of service quality affecting international student's
satisfaction towards loyalty to the Universiti Tun Hussein Onn Malaysia (UTHM). The aim of the study
is to develop relationship between service quality factor and loyalty to the university from the
international students’ perspectives. The study adopted quantitative approach where data was collected
through questionnaire survey and analysed statistically. A total of 246 responses were received and
found to be valid. The model was developed and analysed using AMOS-SEM software. Confirmatory
factor analysis (CFA) function of the software was to assessed the measurement models and found that
all the models achieved goodness of fit. Then path analysis function was used to assessed structural
model and found that service quality factors have a significant effect on the students’ satisfaction and
thus affecting the loyalty to the university. Hopefully the outcome form this study will benefit the
university in providing services especially to the international students.