The Structural Equation Model of Factors Influencing Behavioral Loyalty of Private University Students in Thailand

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Rungroje Songsraboon


The objectives of this research were 1) to examine the model consistency of structural equation model of factors influencing behavioral loyalty of private university students in Thailand, 2) to analyze factors that had direct effect, indirect effect and total effect on behavioral loyalty of private university students in Thailand. The sample consisted of 400 students who attended private universities, obtained through purposive sampling. The instrument was a questionnaire. The data analysis employed descriptive statistics and the structural equation modeling: SEM. The results revealed that the service quality, image, and satisfaction had direct effect and indirect effect on loyalty of private university students in Thailand. All indexes which were GFI = 0.914, AGFI = 0.912, CFI = 0.988, RMSEA = 0.014, and SRMR = 0.0121, passed the criteria. This indicated that the structural equation model of factors influencing behavioral loyalty of private university students in Thailand was consistent with the empirical data.


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