UNVEILING THE DETERMINANTS INFLUENCING STUDENTS’ SATISFACTION AND LOYALTY IN HIGHER EDUCATION INSTITUTIONS IN JIANGXI, CHINA

Sun Ke

Authors

Sun Ke PhD. TEM, Graduate School of Business and Advanced Technology Management, Assumption University, Thailand.

Keywords:

Student Satisfaction, Student Loyalty , Higher Education, Junior College Student

Abstract

This study examined the factors influencing junior college students’ satisfaction and loyalty in higher education institutions in Jiangxi Province, China. We surveyed 450 students from Jiangxi Polytechnic University using judgmental, quota, and convenience sampling. We analyzed the data using confirmatory factor analysis and structural equation modeling to test reliability, validity, and model fit. The findings confirmed that all proposed relationships were significant. Reputation emerged as the strongest predictor of satisfaction, followed by teaching quality, while academics, service delivery, and the campus environment also contributed. Satisfaction, in turn, positively affected loyalty (β = 0.347). The results indicated that strengthening institutional reputation, improving teaching practices, and enhancing services and facilities could substantially improve student experiences and foster long-term commitment. These insights provided practical guidance for policymakers and university leaders seeking to optimize resource allocation and support sustainable development in higher education.

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