TY  - JOUR
ID  - library_repository1236
UR  - http://www.irrodl.org/index.php/irrodl
IS  - 3
A1  - Yon Rosli, 
A1  - Mohd Rushidi bin Mohd Amin, 
A1  - Jeannot bin Abdul Karim, 
Y1  - 2020/09//
N2  - 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)
PB  - Athabasca University Press
JF  - The International Review of Research in Open and Distributed Learning (IRRODL)
VL  - 21
KW  - perceived service quality
KW  -  perceived e-service quality
KW  -  university image
KW  -  student loyalty
SN  - 1492-3831
TI  - Antecedents of Student Loyalty in Open and Distance Learning Institutions: An Empirical Analysis
SP  - 18
AV  - public
EP  - 40
ER  -