Factors Influencing Undergraduate Students’ Loyalty: A Study of Thai Private Universities Offering International Programs

This study aims to identify factors that influence undergraduate students’ loyalty on their universities. The focus is on the international programs offered at six prominent Thai private universities in the greater Bangkok Metropolis and the outskirts area. A quantitative survey research method was employed. The respondents were Thai and International students who are between ages 18 and 25. An online survey was conducted using questionnaire distributed to 360 students. The researcher used quota sampling method in which 60 responses were obtained from each of the six universities. Results from Multiple Linear Regression analysis indicate that university image, reputation, functional service quality and student perceived value impact student satisfaction. University reputation scores highest on the students’ satisfaction (Beta = 0.755), followed by the students’ perceived value (Beta = 0.677), university image (Beta = 0.562) and functional service quality (Beta = 0.542), respectively. Results from Simple Linear Regression indicate that university image also impacts the students’ loyalty at the beta value (β) of 0.573. The findings conclude that Thai private universities should maintain and enhance university trustworthiness and heritage, such as campus culture, to build a favorable university image. It is also concluded that university reputation has the strongest impact on student satisfaction whereas student satisfaction has massive impact on student loyalty. Students from different universities do not express loyalty differently while students of different years of study hold distinct views when expressing loyalty to their respective universities