Causal Relationship of factors affecting the Loyalty of Chiang Mai University Students

Abstract

The purpose of this research was to study the causal relationship of factors affecting the loyalty of Chiang Mai University students. The sample comprised 4,048 Chiang Mai University undergraduate students by stratified sampling method. Data collection was conducted by using questionnaires. The data were analyzed by path analysis using LISREL version 8.72.
The results indicated that after the causal relationship model of the loyalty of Chiang Mai University students was adjusted, it was compatible with empirical data. The model’s overall fits were accepted; Chi-square statistics = 27.69, df = 3, p-value = .00; RMSEA = .05; SRMR = .01; GFI = 1.00; AGFI = .98; CN = 1653.76. In addition, the results of the study confirmed that the university engagement had the most effect on the loyalty of Chiang Mai University students (total effect = .46). Other variables including the extracurricular activities, university image, teaching quality, curriculum, and university services were also able to influence the student loyalty significantly (total effect = .24, .23, .08, .05, .03 respectively).