Education service experience : from the aspects of students' satisfaction and loyalty

Penyelidikan ini mengkaji tentang pcrhubungan di antara kepuasan par:1 penuntut dan rasa taat setia mereka terhadap khidmat yang diberikan di dalam hidang pendidikan (tinggi). Secara khususnya kajian ini meneliti tentang aspek kognitif dan afektif penuntut dalam rasa puas hati mereka, di samping menentukan sama ada ia boleh menjurus ke arah membentuk kesetiaan terhadap institusi pendidikan tersebut (secara perkhabaran lisan yang positif, perilaku membuat rungutan, perilaku membuat pertukaran dan kesanggupan untuk membayar jumlah wang yang lebih). Dari 329 maklumbalas pelajar kampus utama Universiti Sains Malaysia yang diterima, didapati bahawa hubungan sebagaimana yang disebutkan di atas hanyalah diterima sebahagiannya sahaja. This research studies the relationship between student satisfaction and student loyalty within the higher education service. ~1ore specifically, it examines the cognitive and affective aspects of students· satisfaction, to see whether the satisfaction will lead to loyalty (in terms of positive word of mouth, complaining behaviour, switching behaviour, and the willingness to pay more). From the 329 responses obtained from students in the main campus of University Sains Malaysia, the study finds that the relationship between student satisfaction and student loyalty was only partially supported. For cognitive dimensions, "feedback and assessment" and "perceived benefits" of each course showed positive and significant relations to "positive word of mouth". But, "feedback and assessment" showed negative relations to "complaining behaviour". '·Physical environment", and "feedback and assessment" were found significant and having positive relations to the "willingness to pay more"