%0 Journal Article
%@ 1492-3831
%A Yon Rosli, 
%A Mohd Rushidi bin Mohd Amin, 
%A Jeannot bin Abdul Karim, 
%A Open University Malaysia (OUM),
%D 2020
%F library_repository:1236
%I Athabasca University Press
%J The International Review of Research in Open and Distributed Learning (IRRODL)
%K perceived service quality, perceived e-service quality, university image, student loyalty
%N 3
%P 18-40
%T Antecedents of Student Loyalty in Open and Distance Learning Institutions: An Empirical Analysis
%U https://library.oum.edu.my/repository/1236/
%V 21
%X The purpose of this research is to examine the relationship between factors leading to student loyalty  in open and distance learning universities. Specifically, this research explores the relationship  between perceived service quality, perceived e-service quality, and university image as mediators of  student loyalty in Open University Malaysia (OUM). Data were collected from 16 OUM learning  centres throughout Malaysia. A purposive stratified convenience sampling technique was applied and  a sample size of 752 respondents was obtained. The data indicated that perceived service quality has a  positive and significant relationship with both university image and student loyalty. Similarly, it was  found that perceived e-service quality has a positive significant relationship with both university  image and student loyalty. University image acted as a mediator both in the relationship between  perceived service quality and student loyalty, and in the relationship between perceived e-service  quality and student loyalty. (Abstract by authors)