Empirical analysis of antecedents and mediators of student loyalty among undergraduate business students in bangalore India

Abstract

Introduction - The higher education sector has undergone major changes throughout India which has led to increase in competition for institutions in this sector. Thus, there is a need to find ways to attract and retain the potential and current students. Student loyalty is crucial to createsustainable competitive advantage. Student loyalty is widely accepted as a critical factor in the long term economic success of an educational institution that aims at positive recommendation (word of mouth) by students and attracting the students back to newlinethe institution for further studies. Review of literature reveals that service quality, price fairness, customer value, customer satisfaction and affective commitment are key newlineantecedents to customer loyalty. newlineObjectives - The objectives of this research study are based on theoretical underpinnings in the literature. The main objectives of the study are: 1. To empirically test the proposed structural model of relationships among six constructs: educational service quality, perceived fee fairness, perceived value, student satisfaction, affective commitment, and student loyalty in the undergraduate business programs. 2. To analyze the influence of educational service quality and perceived fairness on student loyalty (ultimate dependent variable). 3. To examine the mediating effect of perceived value, student satisfaction, and affective newlinecommitment on the relationship between educational service quality and student loyalty. 4. To find out the mediating effect of perceived value and student satisfaction on the relationship between perceived fee fairness and student loyalty. 5. To find out the perceptual dimensions of student assessments of educational service quality, fee fairness, value, satisfaction, commitment and student loyalty. Variables of the Study newline1. Educational Service Quality Independent Variable (Exogenous variable) 2. Perceived Fee Fairness Independent Variable (Exogenous variable) 3. Perceived Value Mediating variable (Endogenous Variable) newline