A STUDY ON THE INFLUENCE OF TRAINING SERVICE QUALITY AND UNIVERSITY IMAGE ON STUDENT SATISFACTION AND STUDENT LOYALTY: CASE OF UNETI

Abstract

The higher education sector has faced intense global competition. The purpose of this paper is to determine the influence of service quality and university image on student satisfaction and student loyalty at Uneti. A convenience sample of 589 students from first to final year is used. Data were analyzed using Structural Equation Modeling (SEM) and Analysis of Variance (ANOVA) with SPSS20 and AMOS 24. The result indicated a positive relationship between educational service quality, university image and student satisfaction and loyalty. The paper also gives some recommendation for the University to improve enhance student satisfaction and loyalty level to its training quality.