The Influence of Trust, Service Quality, and University Image Toward Undergraduate Students’ LOYALTY in Chaina

Abstract

The OECD's education work must adapt to evolving issues, operate at the frontiers of knowledge, and interact with various futures. The pandemic has impacted universities, and colleges must redesign learning environments to enhance digitalization and maintain relationships. This study used quantitative and qualitative data to investigate the influencing elements, the mediating roles of university image and service quality, and the impact of service quality on customer loyalty. The researcher used a random sampling method to gather 400 responses from two universities in Anhui Province. The research on Chinese undergraduate students revealed their perceptions of trust, service quality, university image, and loyalty as crucial factors for their loyalty. Trust is a fundamental aspect that students seek in educational institutions, providing them with a sense of security and confidence in the university's ability to fulfill its promises. Service quality is another crucial factor that influences student loyalty, as it directly impacts their overall experience at the university. Institutional image plays a vital role in shaping student loyalty by enhancing the university's reputation and instilling pride and a sense of belonging among students. The study explores the combined effects of trust, service quality, and institution image on student loyalty. Chinese undergraduates prioritize trust, service quality, institution image, and loyalty, influencing university reputation and career goals. By prioritizing service quality, building trust, and cultivating a positive institution image, universities can create an environment conducive to fostering long-term loyalty among undergraduate students. From research results found that loyalty is crucial for students' university experience, fostering strong relationships, personal growth, academic success, well-maintained facilities, and mental wellness. They value counseling services and industry connections. Loyalty is crucial for students' university experiences, promoting strong relationships, personal growth, academic success, well-maintained facilities, and mental wellness. Students value counseling services, industry connections, personal growth opportunities, and well-maintained facilities.