Development of a Student Loyalty Model for TVET Higher Learning Institution (HLI) with Integration of Service Quality, Corporate Image and Satisfaction Using the PLS-SEM Approach

Abstract

The main purpose of this study is to develop a student loyalty model for technical and vocational education and training (TVET) at higher learning institutes (HLI). Past studies on customer loyalty were conducted in many areas especially in service industries. However, very limited studies have been conducted for TVET HLI. Thus, the main purpose of this study is to develop a model of student satisfaction in TVET HLI by integrating several antecedence factors namely the service quality, corporate image and student satisfaction using the partial least square (PLS) structural equation modelling (SEM) approach. The scope of this study is TVET HLI in Malaysia. This research was using the quantitative approach whereby data collection was done by using questionnaires. The sampling for data collection is collected from final year students by using the purposive sampling method. Three ninety eight of completed questionnaires have been analyzed by using SPSS and PLS-SEM. The development of the student loyalty model or TVET HLI involves two main stages in the PLS-SEM approach which is the measurement model and structural model. Data analysis in this study passed all criteria in the measurement model for both formative and reflective construct. Meanwhile, the structural model analysis indicates that there is a direct and significant relationship between the service quality, corporate image and satisfaction with student loyalty. Thus, all research objectives and hypotheses are met. This research is limited to twelve TVET HLI only. Thus, more sample and a broaden scope is recommended.