The impact of perceived service quality on student loyalty in higher education institutions

Abstract

Purpose – this paper examines the factors that positively affect the student-perceived quality, satisfaction and along with that their loyalty to the higher education institutions in Latvia.

Design/methodology/approach – A survey was conducted among 2010 students from different higher education institutions in Latvia. The research hypotheses were tested by structural equation modelling.

Findings – the findings suggest that the student-perceived quality correlates with such factors as academic staff, study content, readiness for labour market and acquired skills which consequently have an influence on the student loyalty to the higher education institution whereas other factors, such as facilities, library, administrative staff, information system, have no significant influence on student perceived quality and loyalty.

Research limitations/implications – This study is limited to the one country under investigation and to generalise the study results the research should be extended to other countries.

Practical implications – the higher education institution management could use the results of the research to improve the study process and to increase the student satisfaction and loyalty.

Originality/value – The study presents a student-centred and learning outcomes-oriented study process evaluation as a part of the perceived quality evaluation and the linkage of the evaluations to the student loyalty.