Does higher education service quality effect student satisfaction, image and loyalty? A study of international students in Malaysian public universities
Purpose The purpose of this study is to investigate the effect of Malaysian public universities' service quality on international student satisfaction, institutional image and loyalty. Design/methodology/approach A total number of 400 questionnaires were distributed to international students, selected using convenience sampling technique, at three public Malaysian university campuses in Kuala Lumpur. Of this, 241 were deemed fit for analysis (60 per cent response rate) Partial Least Squares Structural Equation Modeling was used to analyze the collected data, assess the model and test hypotheses. Findings The findings show that all the five dimensions of higher education service quality influence student satisfaction which in turn influences institutional image, and together, they influence student loyalty. Research limitations/implications There are a number of limitations associated with this study. First, the findings of the study are based on data from international students at only three Mala.