Title : Student Satisfaction and Student Loyalty in Co-operative Universities and Colleges

Keywords : Service Quality, Image of University, Student Satisfaction, Student Loyalty, Perceived Value

Authors : Dr.ThuThu Sein Nu,Moh Moh May Phoo Ngon

Description : Students are the main assets of universities and colleges. An analysis of student satisfaction is vital for universities or colleges and they need to determine the factors that affect student satisfaction as satisfaction is the predecessor of student loyalty. This study examines the antecedents of student satisfaction and its relationship with student loyalty in Co-operative Universities and Colleges. The research design of this paper was descriptive and correlational design. The sample size was 370 students and the data was analyzed by using structured questionnaires and statistical tools including descriptive, correlation and multiple regressions. The results revealed that service quality, perceived value and image of university were positively influenced on student satisfaction. Perceived value was the most influential antecedent of student satisfaction. Student satisfaction has a positive relationship with student loyalty. The findings give insight to make strategic decisions that will increase the students’ satisfaction and loyalty in order to continue to operate successfully.