Causal Relationship Model of Student Loyalty in Thai Private Higher Education Institutions

Abstract

Abstract
This research aims to develop and validate a causal relationship model of student loyalty
to Thai private higher education institutions. The questionnaire was distributed and completed by
557 students in five Thai private higher education institutions. The result of a causal relationship
model shows that service quality, student satisfaction and university image are factors influencing
student loyalty to Thai private higher education institutions. This result conforms to the research
framework and thus has construct validity. Student satisfaction is the most important factor for
student loyalty, then university image and service quality is the only factor which has minus direct
effect on student loyalty. Meanwhile, service quality shows high direct effect on student satisfaction
in contrast to the minus direct effect on university image. The result also shows that student
satisfaction and university image have a reciprocal relationship. While student satisfaction notes
high direct effect on university image, university image has no direct effecton student satisfaction.