Factors Affecting Student Satisfaction and Loyalty: A Case Study of Xihua University

Purpose: The purpose of this study is to determine factors influencing student satisfaction and loyalty in higher education institutions in Chengdu, Sichuan province, China. The conceptual framework proposed the causal relationship between seven variables, including Administration (AD), Facility (FA), Teaching Quality (TQ), Academic support (AS), Satisfaction (SA), Image (IM) and Loyalty (LO). Research design, data and methodology: The researcher applied quantitative method (n=500), distributing questionnaires to students in Xihua university in Chengdu. The sampling techniques include judgmental sampling, stratified random and convenience sampling. The Structural Equation Model (SEM) and Confirmatory Factor Analysis (CFA) were used for the data analysis including model fit, reliability, and validity of the constructs. Results: The results explicated that satisfaction presented strongest impact on loyalty and image also had a strong influence on satisfaction and loyalty. In addition, facility, teaching quality and academic support had an impact on satisfaction. Nonetheless, the relationship between administration and satisfaction was not significant. Conclusions: The research findings have met research objectives. Therefore, it is recommended that the management executives and academic portioners of higher education institutions should pay attention to raise the level of administration, facilities, teaching quality, academic support and image so as to improve student satisfaction and loyalty