creators_name: Yon Rosli, 
creators_name: Mohd Rushidi bin Mohd Amin, 
creators_name: Jeannot bin Abdul Karim, 
type: article
datestamp: 2020-09-17 01:40:42
lastmod: 2020-09-23 01:54:26
metadata_visibility: show
corp_creators: Open University Malaysia (OUM)
title: Antecedents of Student Loyalty in Open and Distance Learning Institutions: An Empirical Analysis
ispublished: pub
subjects: LC5201
full_text_status: public
keywords: perceived service quality, perceived e-service quality, university image, student loyalty
abstract: 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)
date: 2020-09
date_type: published
publication: The International Review of Research in Open and Distributed Learning (IRRODL)
volume: 21
number: 3
publisher: Athabasca University Press
pagerange: 18-40
refereed: TRUE
issn: 1492-3831
official_url: http://www.irrodl.org/index.php/irrodl
related_url_url: https://www.researchgate.net/publication/344206727_Antecedents_of_Student_Loyalty_in_Open_and_Distance_Learning_Institutions_An_Empirical_Analysis
citation:   Yon Rosli,  and Mohd Rushidi bin Mohd Amin,  and Jeannot bin Abdul Karim,   (2020) Antecedents of Student Loyalty in Open and Distance Learning Institutions: An Empirical Analysis.  The International Review of Research in Open and Distributed Learning (IRRODL), 21 (3).  pp. 18-40.  ISSN 1492-3831     
document_url: https://library.oum.edu.my/repository/1236/1/4590