Ramli, Mona Fairuz and Othman, Abdul Rahim and Md. Salleh, Salniza (2015) Perceived quality and loyalty towards PubHEI’s of international students in Malaysia’s. Understanding the role of emotional attachment as a mediator. International Journal of Administration and Governance, 1 (4). pp. 51-57. ISSN 2077-4486

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Abstract

This study develops and tests a model to investigate the predictors of Brand loyalty of Public Higher Educational Institutions ( PubHEI’s) in Malaysia.The model considers two drivers – perceived teaching and learning quality and emotional brand attachment that are significantly linked to each other and affect the brand loyalty. Based on the evidence drawn from 150 international students in PubHEI’s in Malaysia, the hypotheses, which were tested using structural equation modeling, are all supported.The results confirm that perceived teaching and learning quality aspects and emotional brand attachment is key predictors of brand loyalty.The research emphasizes the role of emotional brand attachment as mediating variables between perceived teaching and learning quality aspects and loyalty. The study also shows that a better understanding of the determinants of loyalty in PubHEI’s mediated services occurs when affective evaluative constructs are taken into account in decision making to select place of study destinations by international student.

Item Type:	Article
Additional Information:	1(4) Special 2015
Uncontrolled Keywords:	Perceived teaching quality, Loyalty, International student.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	College of Law, Government and International Studies
Depositing User:	PM Dr. Abdul Rahim Othman
Date Deposited:	21 May 2015 06:57
Last Modified:	21 May 2015 06:57
URI:	https://repo.uum.edu.my/id/eprint/14303

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