A PROJECT PAPER SUBMITTED TO THE SCHOOL OF
GOVERNMENT IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR BACHELOR OF PUBLIC
MANAGEMENT (HONOURS)
(BPM)
SCHOOL OF GOVERNMENT
COLLEGE OF LAW, GOVERNMENT
AND INTERNATIONAL STUDIES
UNIVERSITI UTARA MALAYSIA
JUN 2018
CHAPTER ONE
INTRODUCTION
1.1 Introduction
Customer loyalty refers to customer behavior and attitude to building relationships for a long time between a business premises. Customer loyalty is also able to enhance competitiveness, market share and profitability to a business. To attract more customers to know a business it requires product features such as brand, quality, assurance, price and design (Che Aniza, Syed Shah Alam & Sallehuddin, 2011). Based on several studies conducted in Western States found that brands are a major factor in the purchase of a product (Aaker, 1996).
Nowadays, most students have the desire and willingness to pursue higher education in institutions of higher education in the country. This desire is made by a satisfactory campus environment and provides the best services to students. The government has strived to improve education in Malaysia to produce excellent graduates by conducting a transformation of Higher Education Institutions (HEI) to make Malaysia a center of excellence in tertiary education. In addition, the government through the Ministry of Higher Education(MHE) has introduced the National Higher Education Strategic Plan, which has seven main thrusts, to widen inquiries and increase equity, increase research and innovation, make improvements to the quality of learning and teaching, empowering institutions of higher learning, enhance internationalization, promote lifelong learning culture and improve the delivery system of the (MHE) ( Hasrul Ismail, 2012). This effort is implemented to attract students to further their studies in IPT in the country.
To increase the number of graduates, the HEI has intensified efforts to improve local academic programs. The programs introduced include the Soft Skills Module that was implemented in the 2007 and 2008 sessions to enhance English proficiency and communication skills. In addition, the HEI also introduced an entrepreneurial module to enhance the training of skilled graduates in the field of entrepreneurship (Hazrul Ismail, 2012). The programs that have been introduced are aimed at increasing the desire of graduates to pursue their studies at the local university compared to the international community.
In selecting the university you want to apply, there are factors that will be taken into account by the students. Among the types of courses provided by a university, academic performance, campus environment, quality of teaching staff, home distance to university, advice from family members, peer pressure, tuition fees and so on. These factors have influenced students to further their studies of the university that best suits them (Norziha Jusoh, 2006).
To increase the students' willingness and loyalty to manage further studies at local universities, universities need to establish appropriate courses and courses to promote, develop and maintain the desire and willingness of students to study at public universities. Accordingly, the courses introduced need to be given an understanding of the students to maintain their interest in the courses offered by a university. Therefore, this study will explain the loyalty of students to the universities they choose to pursue knowledge. There are several factors that influence the loyalty of students to the university they choose among them in terms of the quality of service provided.
1.2 Background Study
This study was conducted at a leading university in northern Malaysia, Universiti Utara Malaysia (UUM). UUM is located in Sintok, Kedah. UUM was established on 16 February 1984 by Tun Dr. Mahathir Mohamad The fourth Prime Minister of Malaysia. Originally, UUM was located in Jitra Kedah before moving to Sintok Kedah. UUM Campus is built on an area of 1,061 hectares and is 48 kilometers north of Alor Setar and 10 Kilometers east of Changlun. In addition, UUM is close to the Malaysia-Thailand border. Many successes have been gained by UUM from the beginning of its establishment until now. Among the facilities provided by UUM to students and visitors such as golf course, go-kart circuit and so on. Universiti Utara Malaysia became an idol for Matriculation college graduates, Malaysian Higher Certificate of Education and Diploma. UUM only offers management courses, thereby making UUM a unique and prominent university in management. UUM is also a destination for students from abroad, such as students from Southeast Asia, the Middle East and Africa to gain knowledge.
In January 2008, the UUM has restructured the academic system of the university to increase the number of students for postgraduate studies in international academic arenas. In this restructuring, the UUM has incorporated 13 faculties into three main academic fields - the main colleges – College of Business (COB), College of Law, Government and International Studies (COLGIS), College of Arts and Sciences (CAS). UUM only offers courses at foundation, Bachelor degree, master's degree and the degree of Doctor of philosophy.
Among the problems faced by students today is the problem of fidelity that faded among students. Students do not cultivate loyalty within themselves to continue to show loyalty to the University they are studying. Most students do not have the desire to continue their studies at UUM for example. They are more likely to choose any better university to be the destination to pursue their studies. Therefore, this study is conducted to determine the level of student loyalty towards UUM. This study will use several factors that influence student loyalty towards UUM. Among them, in terms of branding, student satisfaction and the quality of services provided by the university itself which affects the loyalty of students towards UUM.
This study was conducted among UUM students focusing on respondents who are currently pursuing a bachelor degree program to be randomly selected from three colleges, namely COB, COLGIS and CAS. This study uses quantitative methods to collect and analyze the data obtained.
1.3 Problem Statement
The University has its own strategies to maintain the quality of their services at both domestic and international levels. Service of Quality of being an asset of valuable assets and has a competitive edge for an organization. While basically the role of the university is to produce excellent human capital from academic and personality, but at the same time the university also strives to maintain the quality of their services with other universities in Malaysia in particular. Based on the latest records of student enrollment in the first session of 2015/2016 to UUM, there are 3,514 students. The amount has increased to 4,114 students for the first semester of 2016/2017. For the academic session of 2017/2018, the enrollment of students increased to 4,957 people, this is the largest admission to UUM (Utusan Online, 2017). This shows that students are keen to pursue their studies of UUM. The service of quality can be assessed in terms of locally or internationally. Universities with a good service of qualitywill receive many students from within and outside the country as students have the desire and loyalty to continue to pursue knowledge at the university they choose. If a university has a poor quality in terms of position, then the university will face the problem of dropping student entry into the university. Therefore, the university will do its best to improve the quality of their services is in the best position compared to other universities. Furthermore, the best service of quality can provide loyalty to customers to continue using the services provided. The service of quality will attract more students to acquire knowledge at a university. The service of quality a university will affect the student's loyalty to the university. If the service of quality provided is not satisfactory it will reduce the loyalty of the students to the university they occupy. The question is whether the service of quality provided by the university is able to create loyalty to students studying at the university.
1.4 Research Questions
Based on the above, the following are some of the questions that need to be solved in this research:
i. What kind of dimensions is there in the service of quality?
ii. Is there a relationship between service of quality and student loyalty?
iii. What kind of service of quality dimensions is most dominant influencing student loyalty?
1.5 Objectives of the Study
Based on the research problem, there are several objectives that have been set in this study, among others, as follows:
i. To identify the dimensions of service quality.
ii. To identify whether there is a relation between the service of quality to student loyalty.
iii. To analyze which dimension of service of qualitymost dominant influence student loyalty.
1.6 Significance of the Study
The study has been conducted, its own significance. This study is very beneficial to UUM because the university can know the level of quality of service they provide. Additionally, the university is also able to identify their weaknesses and strive to improve it to attract more students from within and outside the country to further their studies at UUM. Among the ways to create better service quality is to improve the position of the university locally and internationally. The good service of quality will enhance the image of the university and it will be a pleasure for students to pursue their studies at a university with good image.
In addition, the importance of this study is to know the level of loyalty of students studying at UUM. Loyalty to acquiring knowledge is very important to know whether they have the desire to continue their studies to a masters degree after graduation. Therefore, this study is able to find out the level of student loyalty to UUM and it is very useful to the university to strive to maintain student loyalty towards the place they choose as a destination for learning.Furthermore, the importance of this study is beneficial to students studying at UUM it. Students will be able to know their level of loyalty to the university. Students will also be able to train and instill the nature of their inner desire for loyalty to continue their studies at UUM. Indirectly increase the number of students at UUM undergraduate degree, master's degree and degree of Doctor of Philosophy.
Furthermore, the importance of this study is useful to the public in general. The community will acquire knowledge from the results of research conducted to be used as knowledge about UUM. Additionally, it can also supplement the findings of UUM which can be used as reference materials for students from other universities. Furthermore, it is also able to contribute to the accumulation of reading materials for UUM students to become public knowledge to the communities outside UUM. Therefore, this study is expected to benefit many parties in the future.
1.7 Scope of the Study
This study will focus on UUM students. Therefore, the respondents of this study consisted of undergraduate students comprising (COLGIS), (COB), (CAS). Staff and lecturers are not included in this study. This study is more focused on the study of UUM students. In addition, this study selects UUM as the location of the study as it will facilitate researchers to obtain information quickly and accurately during the data collection process. In addition, it can also save time and money as it does the UUM area. Researchers do not have to waste time collecting data and getting respondents because they can be done at any time that researchers are considering fit.
1.8 Definitions of Terms
Definition of terms is the definition used by researchers to explain respondents, the variables to be tested or manipulated in the study. It illustrates how the concepts to be studied can be observed or manipulated. It aims to define an abstract concept in a concrete form. (Sabitha Marican, 2006). There are some operational definitions outlined in this study to illustrate the variables studied.
1.8.1 Student Loyalty
In any modern organization, having a loyal customer is an invaluable asset to an organization (Kamarulzaman, Azman & Mahadzirah, 2015). Maintaining and developing existing customers is mandatory and becomes a priority. According to Oliver (1999), loyalty is a commitment to ensure that a product or service is reinstated or restored to be consistent in the future. In addition, according to Kotler & Keller (2009), losing a loyal customer is a catastrophic loss of all your lifelong luck. Only to satisfy the customer is that an organization can be considered as an organization capable of providing a quality service through the loyalty of its customers (Gerson, 1993). The definition of this study is to see if the students have the desire to return to study at the university they chose before.
1.8.2 Service Of Quality
According to Avkiran (1999), quality comes from Latin, which means "qualitas", which means from what. It refers to attitudes, judgments and behaviors associated with good service. Quality of service also refers to the difference between the client's perception and what a company must provide with the client service performance (Parasuraman, Zeithaml & Berry, 1988). The service of quality is an evaluation of the client after using a service in an organization by comparing the expectations and points of view available for the services provided. Quality of service is also a service provided to customers whose product is not in physical form and is provided when it is produced (Azlinda, 2010). In addition, when their students are satisfied, they will indirectly promote one institution of higher education to another. If students are not satisfied with the services provided, they are more likely to choose another school (Abd Rahim, Illias Said, Razali Ahmad, 2005). The definition of this study is more focused on the service of quality of a university.
1.8.3 Assurance
The assurance means the employee's ability to convince customers. Employees have the ability and knowledge to answer any question the client may ask. In addition, according to Parasuraman et al, (1985), the assurance is defined as a courtesy and knowledge of the employee, as well as the ability to inspire trust and confidence to customers. However, the assurance can also be defined as the knowledge and courtesy of the employees and the ability to trust the clients (Faiz Nasir and Lee Fong, 2011). The assurance can also be linked to the knowledge available to employees and to build trust with customers (Saglik, Gulluce, Rich, Ozhan, 2014). The definition of this study is the knowledge and ability university staff to provide confidence, to answer any questions asked by students.
1.8.4 Empathy
Empathy can be defined as the care provided by the customer service provider. It includes understanding and communication to address the problems faced by clients (Parasuraman et al, 1985). Clients have the desire to feel understood by service providers. If the client's needs are understood and the problems faced by the client are addressed, the service of quality in general will be improved (Maniam, Fadilah Puteh & Magiswary, 2016). However, according to Carman (2000), empathy must be based on effective understanding and communication. This is because it will be able to solve customer problems and avoid conflicts. In addition, the nature of empathy is also important to handle any complaints and maintain customer loyalty to the services provided. The definition of this study is to understand problem facing by student from university staff.
1.8.5 Responsiveness
The responsiveness is one's behavior when interacting with the target individual. It is said that someone responds if their behavior conforms to the behavior of the target individual (Lorna, 1998). In addition, according to the response capacity, there is a willingness of a person to act to help the client to provide an immediate service if the client requires it (Faiz Nasir & Lee Fong, 2011). However, according to Parasuraman et al, 1995, responsive is the provider of service providers to help customers and provide services at good level. In an organization, the response capacity will be judged according to the time it takes the service provider to solve the customer's problems. If an organization cannot provide immediate service and takes a long time to resolve customer problems, it will create a negative perception of the services provided by an organization (Maniam, Fadilah Puteh & Magiswary, 2016). The definition of this study is the willingness of university staff to provide immediate feedback to students.
1.8.6 Reliability
The reality is the ability to provide services in a precise and substantial manner to customers (Parasuraman et al, 1985). This element consists of the subdimensions of "promises" and "doing correctly". A client has the expectation that the services provided can be obtained on time without any error. This means that the people who provide services or employees must provide the adequate service to their clients so that they are satisfied with the services provided (Maniam, Fadilah Puteh & Magiswary, 2016). According to Marshall & Murdoch (2003), reliability is the ability to fulfill promises between clients and people who provide services. In addition, Gronroos (2001) suggests that the elements of trust are very important for clients, since they have reliability and trust in the services provided by service providers. The definition of this study is the ability staff to provide answers or services accurate at the time of the promise to students.
1.8.7 Tangible
According to Parasuraman et al. (1998), the term tangible refers to physical quality that consists of important elements of the service such as physical facilities, appearance of personnel, equipment, communication materials and other physical characteristics. This means that it analyzes the physical condition in terms of attention and attention, according to the services provided. For example, customers will come to a conclusion about the quality of service based on a major bank, which can be seen in terms of buildings, office design and other services provided within the bank. Clients will respond effectively to the services provided (Maniam, Fadilah Puteh & Magiswary, 2016). In addition, according to Marshall & Murdoch (2003) gives the definition that tangible elements are physical representations and images of services provided. The definition of this study is a physical installation felt by students in the university.
1.9 Conclusion
This chapter has been set up to elaborate on the basic issues in the study, which cover the background of problems, problem solving, research questions, research objectives, research interests, operational scope and definition of operations. Furthermore, a description of the literature review will be described more clearly in Chapter two.
CHAPTER TWO
LITERATURE REVIEW
2.1 Introduction
The section will discuss more detail on past studies that have been conducted based on the topic of this study. There are many descriptions that can be used by previous studies as references. Various studies have been conducted on the topic of the study, but it requires a high level of understanding from various perspectives and perspectives. This chapter will also elaborate on the hypothesis of the study to be tested.
Based on the topic of the study, it will elaborate on the quality of service and loyalty of students to the university. Through past research conducted by previous researchers it has touched much on the quality of service and loyalty of students from various angles. Therefore, this study will clearly explain the subject to be studied. In addition, this study will identify the research model and theoretical framework that will be screened in this study.
2.2 Conceptual Definitions
In this section, the researcher will describe some of the definitions related to the study. Conceptual definitions will be obtained through journals and books or studies undertaken by previous researchers.
2.2.1 Student loyalty
The term customer loyalty is the customer's behavior and the customer's attitude towards a product and service (Purgailis & Zaksa, 2012). Customer loyalty refers to repeated purchases of a product. Loyalty to a product can be measured through repeated sales, spending and purchasing relationships (Dick and Basu, 1994).
In this sense, there is a student-based definition of loyalty that Crawford presented in 1991. The vision of student loyalty is important in determining the management strategies of higher education institutions (Wong, 2011). According to Mazhar and Masood (2018), in the context of student loyalty. It can be seen through the desire of the students to continue their studies in a higher educational institution if the students are satisfied with the acquired experience. The existence of elements of loyalty towards students has an influence in terms of behavior and attitude (Vianden and Barlow, 2014). In addition, a student's loyalty can be seen through student behavior, such as the student's intention to manage their studies at the same university to continue their studies in the future (Mohamad and Awang, 2009).
Student loyalty requires a strong relationship between the university and the student so that the university benefits because the success of an educational institution depends on the loyalty of its former students (Subrahmanyam & Shekhar King, 2014). In addition, according to Hennig Thurau et.al (2001), a student who has a high level of loyalty to educational institutions, will recommend their educational institutions to their friends and will continue to contribute and support financial support to the university they are studying. The advantages of student loyalty, they have no limit to give loyalty to the university they occupy, even after graduation. Therefore, the loyalty of students to a university is important to help the university in the future.
2.2.2 Quality
Quality is defined as "fitness for use" from a user-based perspective and "suitability for the needs" (Juran, 1974). There are five main elements used to identify definitions of quality (Garvin, 1984): first is the approach of the transcendent element. Second, it is the element of the economic approach based on the product. Third the user based operations. Fourth based on manufacturing and the fifth based on the value approach.
Based on a transcendent, quality is "natural excellence". It is a standard that has no commitment and achieves high performance, universally seen and recognized based on experience. Based on this approach, it focuses on the quality of products and services by observing the natural characteristics of the absolute and the universal. The transcendent qualities are also based on the concept that Plato brought by "the ideal form". Where, the product or service has the element of excellence through subjective relationships among a set of standards. The ability to see the relationship between the subjective and the standard can be done through experience.
Focus on the product based, this approach describes how to measure the quality of a product or service based on quality. Such measures can be done through certain ingredients or properties. Garvin has provided some examples to measure the quality of a product or service based on ice cream, for example, to see the quality of ice cream we need to know the fat content of butter. If the fat content in the butter is high, it indicates that the ice cream has a high quality. However, Garvin also identified eight ways that can be used to evaluate the quality of the product. Among them are the characteristics of the product, the performance, the suitability, the reliability, the ease of use, the durability, the aesthetics and the quality that they feel. These eight forms are more objective judgments, while the rest is more subjective. There are disadvantages based on this definition, which assumes that all customers have the same attribute requirements, but do not contribute to the differences in tastes and preferences of individual users (Abd Rahim, 2002).
Focus based on the user based. The focus looks at the premises where quality is in the eyes of the audience. The audience is a user. Quality or service is seen in terms of the extent to which the product or service is able to meet the needs or preferences of users. For example, if users are too convinced that the Chevrolet vehicle production company meets their needs better than the Cadillac vehicle manufacturer, then the Chevrolet vehicle will have a much higher quality (Fields, Hague, Koby, Lommel and Melby, 2014).
Focus based on manufacturing. This approach is seen in terms of the aspect "aspect of manufacturing", the quality is seen in "compliance with the requirements". A view through a production-based perspective, explains that any deviation from consumer needs will create a reduction in the quality of a product or service. This approach is based on production and aims to measure to what extent the product or service meets the standards or specifications established in a product or service. If a product does not follow the specified specifications, the quality or service will be reduced. If any of the products or services meet the prescribed specifications, it will create quality.
An Approach based on value. This approach evaluates a product or service in terms of cost and benefits. If many cost benefits are derived, the greater the value of a product or service. Products or services of high value, the quality of the product or service is of high quality and consumers will enjoy the best quality. If a product does not provide high quality, then it does not give the best quality to the user.
2.2.3 Services
According to the business dictionary (2018), services are intangible products such as consulting, education, insurance, accounting, medical care and transportation.
The service can be defined as a change in the condition of a person, or belonging to some people in an economic unit, provided through any other economic activity (Hill, 1977). In the simplest definition, service is an act, process and presentation for an individual (Zeithaml, Berry and Parasuraman, 1993).
In addition, services can also be defined as the accumulation of all economic activities whose product is not merely a physical product, but were presented at the time the product is produced and adds value to the user (Prakash and Mohanty, 2012).
The service is also liquid and dynamic generated in real time by employees, customers and technology. The Services contain all economic activities whose results are not in the form of product or physical. In general, services are used at the time of manufacture and provide added value in the form of comfort, convenience, entertainment and punctuality, and do not generate concerns about purchases for the first time.
The service cannot be separated from its production, since no product should be produced, otherwise, the service can be seen through the customer interaction, as well as the services and experiences experienced by the customer (Fritsche, 2010). In addition, the service is not something that can be felt by touch, but can be felt by the client's own emotions (Shostack, 1982).
2.2.4 Service of Quality
There are several definitions provided by various researchers, such as Bitner and Hubbert (1994), which define the service of quality as a general description of the client about the advantages of the services provided by the service providers.
Parasuraman et al. (1988) that takes the SERVQUAL concept as a scale to assess the quality of service between perceptions and expectations of customer service. If the consumer's perception is higher than expected, then it is said that the service is of high quality, while the expectations are higher than the perceptions, the service is of low quality.
The service of quality was presented by Parasuraman, A., Valerie A. Ziethaml and Leonard L. Berry in 1995. Among the concepts introduced in the quality of service is SERVQUAL. SERVQUAL is a model to evaluate the clients' perspectives. This model has been widely used in various fields related to the offer of services to the community (Rahim Romle and Shukor Shamsudin, 2008). The Servqual model can be used to measure the quality of education. This is evidenced in the study conducted by Kwan and Ng (1999), where the results are precisely in terms of quality within the context of higher education.
The SERVQUAL model is used to identify potential gaps between expectations and internal and external perceptions of service provision (Booth, 2009). There are five dimensions of service quality under the SERVQUAL model seen by customers about the quality of service, that is, trust. Confidence is seen in terms of the ability to perform the service correctly and accurately. Second, it is physical evidence, this element is seen in terms of physical facilities, equipment conditions and appearance of the staff. The third element is receptive. Receptive means being willing to take action and help clients and provide services with an instant rate. Fourth, it is an assurance, it means the knowledge and decency of employees and their ability to provide trust and confidence to customers. The last element in the SERVQUAL model is empathy. The element of empathy here means a concern, the individual attention provided by the service provider to its clients (Johari, 2007).
The first element found in the SERVQUAL model is physical. This element describes the physical appearance, the communication material, the equipment and the prisoners, one (Berry, Zeithaml and Parasuraman, 1990). Physical evidence consists of services such as the appearance of service providers, physical facilities and other equipment to provide services (Haksever et al., 2000). Quality in value in terms of construction, equipment of personnel during the provision of service to users by service providers (Saglik, Gulluce, Rich & Ozhan, 2014).
The second element is reliability. This aspect analyzes the ability to perform or provide the promised service accurately and can convince the user that uses the service. Reliability is the response of customers based on the experience gained from continuous service. If you agree with the promise promised by the service provider or not. The dimensions of trust are among the most important elements based on the other five dimensions of the service (Bateson, 1995). Organizations must implement all their promises to the user for the first time so that customers have confidence in the organization that provides the service.
There are some examples of the reliability of the services provided by providers, including accurate billing, maintaining all records accurately and correctly and providing timely services as promised by service providers (Haksever et al., 2000).
The third element is responsive, which implies the willingness of service providers to help customers and provide the promised services promptly. Responsiveness is an important element, especially in the solution of customer problems in the provision of services. In addition, responding is also the ability of employees to provide the best service (Bateson, 1995). Responsive also has preparation functions, such as backups of fast calls, instant messaging and instant transfer of transactions (Haksever et al., 2000).
The fourth element is the assurance, the assurance means that employees have knowledge of the services provided and can create high levels of trust when users use the service. The assurance can be referred to as knowledge and courtesy available to the service provider's staff and can give users confidence (Philip and Stewart, 1999). The evaluation of the assurances will show that each client will be satisfied that the service staff understands the need (Bateson, 1995).
Finally, it is the element of empathy, this element describes that employees need to understand the clients with respect to the will and pay individual attention to the client that shows personal interest for the client. Empathy also consists in the ease of contact and the presence of service providers that seek to understand the needs and the needs of clients (Haksever et al., 2000).
2.3 Literature Review
Previous studies imply an evaluation of the research carried out by previous researchers. In this section, the researcher will elaborate and observe previous studies that can be a reference of the study that will be carried out.
Students with loyalty will positively influence the quality of learning through active participation in the academic field. They will also praise the institution they are sitting with and recommend their higher education to others (Rodie and Kleine, 2000). The loyalty of students can also be seen through their desire to return to study at higher educational institutions to improve knowledge (Marzo Navarro et al., 2005).
According to studies conducted by Faizan, Yuan, Kashif, Pradeep and Neethiahnanthan (2015), they conducted research in public universities in Malaysia in terms of quality of service, image of the university, student satisfaction and loyalty. There are five variables that are used in this study include the academic aspects, not the academic aspects, the problems with the program, the reputation and access that affects student satisfaction and influence the student's loyalty towards the university. This study has used 400 questionnaires and has been distributed to students using simple sampling techniques at three public universities in Kuala Lumpur. The findings show that the five dimensions of service quality are academic aspects, non-academic aspects, reputation, problems of the program and access of students to a high level of satisfaction and student loyalty to the institutions they occupy.
In addition, referring to the study conducted by Thomas (2011), focuses on the empirical model of student loyalty to student satisfaction and perceptions about the reputation of an educational institution. This study was conducted at a leading university in India. The research is carried out to measure the loyalty of the students in terms of quality of administration, academic quality, quality of social life, quality of support and quality of the infrastructure. This study uses a series of popular elements of loyalty that recommend the university with which they are sitting with friends and other acquaintances. Attend the same university to take a new course. The method of measurement scale used in this study is a Likert scale. The data collected comes from graduate students in commerce, arts, sciences, engineering, etc. A total of 279 questionnaires were distributed among 234 questionnaires that consisted of 131 men and 103 of whom were women under 24 years of age. The results show that student satisfaction is very important to allow students to remain faithful to the institution in which they find themselves. An important aspect that contributes to the satisfaction of the students in this study is the quality of the teaching and the role of the instructors.
Besides that, refer to Fernandes, Ross and Meraj (2013) conducted a study to see the satisfaction of the programs offered by higher education institutions and their relationship with the loyalty of students in the United Arab Emirates (UAE). The objective of the study is to validate the quality of the program in the institution of higher education if it is related to satisfaction, service and satisfaction of the facilities provided and the loyalty of the program. The questionnaire was used in this study and was distributed to 187 graduates at a British university located in the United Arab Emirates. This study uses the Cronbach alpha test to evaluate the reliability of the variables and the correlation and regression analysis. The results of the study show that the student's student program has an impact on student satisfaction. Therefore, the need to develop high quality academics should be emphasized. In addition, academic comments, the library, and information technology resources do not have a significant impact on student satisfaction. In conclusion, the relationship between program satisfaction, service and nonacademic facilities has a positive impact on the loyalty of students to a university.
Next, a study by Mansori, Vaz & Zarina (2014), focuses on the five factors on service quality (SERVQUAL) and the relationship between student satisfaction and the loyalty of undergraduate students. This study uses a questionnaire to collect data. The questionnaire was distributed in several universities and private schools in Malaysia by simply sampling. A total of 460 questionnaires was analyzed. The results showed that dexterity influenced student satisfaction. The findings of this study show that the physical dimensions on campus play a role in determining student loyalty. The findings also show that there is a great influence on the students' intentions to continue recommending higher education institutions that learn from their peers and communities. This indicates that students have the loyalty to study at the institution they choose to recommend their friends about the satisfaction obtained.
In addition, a study conducted by Abd. Rahim et al, (2005) on the services provided by higher education institutions found that to attract more students from abroad or from the country to continue their studies at the higher education level, they must be given the best quality of service to re-enroll them studying in their old school. This is because, if students are satisfied with the services provided by a tertiary institution, they will return or promote their friends and other people who are studying. If students are not satisfied with the services provided by a higher education institution, they are more likely to choose other institutions of higher education.
Next, a study conducted by Norlia Goolamally and Latifah Latif (2014), focuses on the model of student loyalty by combining the quality of service quality and the quality of the relationship. The sample of this study consisted of 2068 respondents of undergraduate students who attended the distance education program. The scan factor analysis (EFA) and the structural equation model (SEM) have been used in this study. The results show that the student's loyalty is strongly influenced by confidence, satisfaction and emotional commitment. In addition, the study finds that the quality of service has an impact on student loyalty through trust, satisfaction and emotional commitment. This study also shows that student satisfaction is an intermediary of the quality of service towards student loyalty.
According to Gudlaugsson (2007), he conducts a study on the expectations and perceptions of students about the quality of services in private higher education institutions and governments. The results show that students are more satisfied with the services of public institutions of higher education than in the private sector. In addition, it also contributes to the loyalty of students to the public universities they occupy.
According to a study by Maximus (2013), it focuses on the factors that affect the loyalty of students in higher education institutions. This study has established some objectives such as the identification of important factors to determine the loyalty of students at the Open University, Indonesia. This study uses quantitative approaches and all the analysis data use the route analysis. The respondents who participate in this study are students enrolled in the Faculty of Political and Social Sciences, Faculty of Mathematics and Natural Sciences and the Faculty of Economics. This study used a random sampling method and 193 questionnaires were distributed. This study uses the Likert Scale to determine the loyalty of students at Open University Indonesia based on the questionnaires given. The independent variables used in this study are the service of quality, the image of the university and the expectations of the students. While for the dependent variable is student loyalty and student satisfaction is the intervening variable. The results show that the main factor that contributes to the student's loyalty is the expectation of the students and the image of the university.
2.4 Theoretical Framework
Researchers have identified several theoretical frameworks to be used as a guideline in this study, namely four dimensions of loyalty by Oliver (1999). Loyalty is a partial response to a product or brand that is displayed within an individual's time frame (Mellens, Dekimpe and Steenkamp, 1996). In addition, loyalty is associated with the purchase of a product consistently towards a brand that results from a positive relationship between the customer and the brand.
According to Oliver (1997), he suggests that loyalty has four phases: cognitive, affective, conative and action. Emphasizes that, within that phase a client can be loyal through his attitude.
Loyalty to cognitive is an attitude of customer loyalty based on a brand obtained through a brand image and provided information. At this point, only a backup copy of the user is done with previous information and the latest experience of a brand. Also, loyalty at this stage is low because when a brand is used regularly, it will not cause satisfaction to the user.
Loyalty to the second level is effective loyalty, refers to the attitude or desire of a consumer towards the brand used. That attitude comes through a pleasant experience when using a product. Consumer loyalty at this stage is called emotional loyalty.
The loyalty of Conative is the third stage in the loyalty phase. Conation's loyalty is achieved through the creation of a positive passion for a brand and will create a commitment with consumers to buy the same brand over and over again.
Loyalty in action is the last phase in the loyalty phase, at this point the user has the intention created based on the previous phase of the stage to act. Users are willing to face obstacles when using a desired product or service based on the brand.
2.5 Research Model
The research model is a symbolic overview of a phenomenon. A model focuses on the structure or content of a phenomenon or concept and interrelation between them. All of these are presented in the form of diagrams for easier understanding (Sabitha Marican, 2006). Therefore, this study has provided a study model which is a guide for researchers to do research as shown in figure3.1.
Figure 3.1: The research model for the effect of service quality on studentloyalty
Independent Variable Dependent Variable
|
2.6 Hypothesis of the Study
Hypotheses are an assumption or prediction to be tested in a study. The hypothesis is a statement of the relationship between two variables that can be tested. There are several hypotheses to be tested in this study among others:
Dimension Service of Quality
H1 - There is a significant relationship between physical and student loyalty towards UUM.
H1 - There is a significant relationship between empathy and student loyalty towards UUM.
H1 - There is a significant relationship between responsive and student loyalty towards UUM.
H1 - There is a significant relationship between reliability and student loyalty towards UUM.
H1 - There is a significant relationship between assurance with student loyalty towards UUM.
2.7 Conclusion
In summary, this chapter discusses the concept of independent variables and bound variables. In addition, researchers also do some journal reviews from past studies that can serve as a guide for doing this research. Regarding the method of study, the researcher will discuss in more detail in chapter three.
CHAPTER THREE
METHODOLOGY
3.1 Introduction
The research methods refer to the instruments that will be used in the data collection. A good and appropriate research method can provide a complete and accurate description of the elements that are studied. In this chapter, we will discuss the methodology that will be used to achieve the established objectives. This chapter will describe the method of data collection used by the respondents. In addition, in this chapter the researchers will discuss in depth the study design, the study area, the study population and the sample, the data analysis techniques and the data collection processes.
3.2 Research Design
The research design will be used by the researchers to achieve the study objectives. The type of design that will be used should be in line with what should be studied so that it can answer the study questions as described in this study. This study will use qualitative methods for data collection.
The quantitative method used by researchers to collect data by distributing questionnaires to respondents in the study area. The respondents in this study are UUM students who are currently enrolled in a bachelor's degree program. This study will focus on student loyalty to UUM. The data collected will be analyzed using the statistical package for social sciences (SPSS).
3.3 Population and Sampling Procedure
The population refers to the individual in the study location and the sample is the respondent representing a population selected by the researcher.
3.3.1 Population
The population refers to a group of individuals, groups, families, organizations, communities, events or anything else studied by researchers located in the study area (Sabitha Marican, 2006). All individuals or objects found in the population have differences from different angles, but the population must have at least one characteristic of the equation. The population is the defendant to be investigated.
The population in this study is a student at UUM who focuses on undergraduate students from three main colleges in UUM namely (COB), (COLGIS) and (CAS). The total number of local students pursuing a bachelor's degree program at UUM is 15849.
3.3.2 Sampling Procedure
The purpose of the sampling method is to collect information about the population. Sampling technique is very important for researchers to get the appropriate sample in this study. Sample slabs will represent the population in the study area, where populations have the same opportunity to be selected as samples in this study. The samples in this study consist of local students who take a bachelor's degree program.
Researchers will use simple random sampling methods to obtain respondents in this study. The population in the study will be given the same opportunity to be selected as a sample. As a result of this research method, researchers have found that 375 respondents have been selected from different backgrounds.
3.4 Data Instrument
This study uses a questionnaire as instrument for data collection method. The items used to measure the variables in this study are based on previous studies and only make some changes so that they conform to the variables studied. Questionnaires for sections A, B and C were taken from previous studies for example from Abd Rahim Romle (2002). Part A involves the information section of respondents. Part B involves questions related to service quality based on five main elements in the SERVQUAL model, namely the physical, reliability, empathy, responsiveness and assurance dimension. Part C involves questions regarding student loyalty and makes some modifications so that they fit the variables studied.
Questionnaire in this study consisted of three sections. For sections B and C, they involve questions related to the variables studied. Part A, involves questions related to respondents' demographics such as age, religion, gender, college and student residential. The question in section B has five part contains 22 questions regarding service quality. First part, contains five questions related with physical element, part two contains five questions about responsive dimension, part three has three questions relate to assurance, part fourth about the reliability has fourth question and part five has five questions related to empathy dimension. Part C, involves questions that focus on student loyalty towards UUM has eight questions to be provided. The question should be answered using the Likert Scale. The Likert scale provides five (5) choice options:
Table 3.1: Likert Scale
Likert Scale
|
Strongly Disagree (1)
|
Disagree (2)
|
Uncertain (3)
|
Agree (4)
|
Strongly Agree (5)
|
In addition, the researcher has decided that the questionnaire is divided into three sections. For the first two Likert Scales, "very disagree and disagree" represents a disagree. For the second part, involves uncertain answers, while the third part of "agree and strongly agrees" represents a consensus.
3.5 Data Analysis Techniques
The research section explains the techniques employed in conducting data analysis so that the techniques are appropriate to the variables studied.
3.5.1 Primary Data
Primary Data is the main information used by researchers for this study. There are various ways to get information through questionnaire, observation and interview. Methods of data collection for this study were using a questionnaire method.
3.5.1.1 Questionnaire
The questionnaire was a set of questions asked of the respondents and the question should be answered and then returned to the researcher. The purpose of the questionnaire was to obtain information on the variables studied from the respondents. The identity of the respondent will be kept secret and unknown. The method of questionnaire is a popular research form used by researchers covering a broad field and can be easily drawn through the previous reference. This allows respondents to answer the question easily and comfortably.
The form of the question submitted is a closed question. The questionnaire asked to the respondents is an easy question to be analyzed and respondents are happy to provide answers. This is because, the respondent is required to choose one answer per question from some of the answers given. The questions raised should be clearly understood by the respondents so that there is no confusion and misunderstanding in responding to the question. 375 respondents were selected to answer the questionnaire in this study. The questionnaire will be distributed to local students who attend graduate programs at UUM.
3.5.2 Secondary data
Secondary data is data that are not directly collected, but it is derived from other sources. Secondary data is data that has been collected and is believed to be the source. Success data is available through books, journals, theses, media, reports, media, case studies and websites. Secondary data is generally a proof, record or report that has been compiled and printed for academic and administrative use. Secondary data used in this study consists of journals, thesis, books and websites to be used as references for information and knowledge.
3.5.2.1 Book
Each research will use the book to understand the concept and to increase the knowledge of the variables to be studied. This study uses a book to understand the concepts and information in depth regarding quality with student loyalty to the university. In addition, the book also provides knowledge of the theories described in this study to ensure that researchers fully understand the concepts to be studied. Such an understanding can be used to support the opinions of other researchers.
3.5.2.2 Journal
The journal is a research done by previous researchers and published for academic use. Journals are available through the internet or the library portal at a school. The journal clearly outlines the research done by the researcher. In this regard, journals can be used by researchers to see the methodology used and the results of the research obtained from the study. Therefore, the use of the journal will help researchers find more accurate information on loyalty and service quality.
3.5.2.3 Internet
The Internet is a medium, providing a wealth of information and knowledge resources in various academic fields. Researchers can easily obtain information through a search on the internet. Therefore, researchers can easily access information anywhere. The use of the internet to find information resources is faster and faster and can save researchers time. Additionally, it reduces the physical movement of the researcher and does not need to go out to the field to find information.
3.6 Procedure of Study
The research prosecutor begins with completing a questionnaire based on the variables investigated by the researcher. After the questionnaire was completed and printed, the questionnaire was distributed to 375 local student respondents who attended the graduate program at UUM. After all questionnaires are returned and collected, the next step is to analyze the data collected using Statistic Package for Social Science (SPSS).
3.7 Dats Analysis Method
Next, is the data analysis step. Data will be presented in an easy-to-understand format. In order for the reader to fully understand the research conducted. The data are analyzed based on the data collected through the distribution of questionnaires to respondents.
3.7.1 Statistic Package for Social Science (SPSS)Method
The data that have been collected will be analyzed using SPSS All data obtained will be included and analysis using SPSS. The data that have been analyzed will be described in the appropriate form so that it is easy to understand,such as tables, graphs and so on.
3.7.1.1 Descriptive analysis method
Descriptive method analysis is used to describe information about a population or sample at the location of the study. Descriptive statistics involve the organization of or summarizing the data obtained from data processing. It is also a technique for describing data or information such as age, place of residence, gender, and so on. Descriptive data can be presented in the form of graphs, diagrams, charts, meanings, meanings, modes and frequency distribution (Sabitha Marican, 2006).
3.7.1.2 Pearson correlation analysis method
Correlation analysis is used to illustrate more clearly about the modes of the model used by the study with the data collected. This study uses correlation analysis to determine the significant correlation of whether there is a relationship or not between independent variables IE service quality dimensions affecting student loyalty.
The Pearson correlation is one of the measures used to measure the strength and direction of the linear relationship instead of two variables. It is said that two variables have a relationship when one of the variables is accompanied by another change of variable, either in the same direction or otherwise. In addition, the correlation analysis test also serves to complement the strengths and weaknesses in terms of two variable directions (Veloo and Reman, 2013).
3.7.1.3 Multiple Regression Analysis Method
Multiple Regression is a statistical technique for guessing a person's score on a variable as the basis of scores on some other variables. In addition, Multiple Regression also involves two or more independent procedures with independent variables. The use of Multiple Regression analysis helps researchers understand how many variants in the inherited variables will be translated into an independent variable (Cavana et al., 2001).
3.8 Pre Study
Pre study is usually done so that researchers can identify the problems that will be encountered in carrying out actual studies. Pre-study can be done to find out the respondents of the study, questionnaires, data collection and data analysis (Sabitha Marican, 2006). Therefore, this study will measure the level of reliability of the variables found in the questionnaire to achieve the objectives of this study. A total of 30 questionnaires has been collected from local students pursuing a bachelor's degree program.
3.9 Reliability Test
Reliability is a concept that refers to the consistency and stability of a measure, a survey instrument or a time-bound questionnaire over an idea. It aims to determine whether the measure provides the same answer to the same population or sample and respondents (Sabitha Marican, 2006).
Based on this study, the researcher will get a sense of questionnaire items first before being distributed to respondents. Reliability testing is done on the items contained in the instrument and reviewed first. The persistence of a questionnaire questionnaire means that the data obtained is equivalent to what to measure.
Reliability tests are an important aspect that must be addressed in order to obtain reliable findings based on the research carried out (Kerlinger and Lee, 2001). In addition, according to Majid (2000) the reliability of a measurement tool to assess how far the instrument can measure the desired appearance.
Therefore, to determine one's credibility, Cronbach's Alpha tests must be carried out to determine his (Churchill, 1979). This test assumes that each question is considered an equivalent test and all the correlations that exist between the elements are the same. If the value of (r) is high, then the instrument has a high reliability, value (Ary, Jacob and Razavieeh, 1996). If the value of Cronbach's Alpha is 0.8 to 1, it means that the questionnaire has a high reliability value. While the value of 0.6 to 0.7 indicates that the questionnaire is acceptable for its reliability.
In this reliability test, the researcher conducted a study of 30 respondents from local students who attended a bachelor's degree program at UUM. This study was conducted to measure the level of respondents' understanding regarding items in the questionnaire.
3.10 Pilot Study
Pilot test involves a small number of respondents to test the suitability of their questions and their keen understanding. Pilot test questionnaire or measuring tool should be implemented for some purposes, to find the question too sensitive to the respondents, the question is to address the respondents and the questions require action from the respondent. Through pilot testing it gives researchers the opportunity to refine the question before distributing or interviewing respondents (Sabitha Marican, 2006).
In this study, a total of 30 respondents were randomly selected to undergo pilot tests. The pilot study should be selected at random when the sample has the same characteristics as the population to be investigated by the researchers (Idid, 2002). Therefore, the pilot test for this study consists of local students taking a baccalaureate course at three major UUM universities: COB, CAS and COLGIS.
After the test, the researchers had obtained the results through the SPSS analysis on the 30 questionnaires that were returned by the respondents. Researchers conducted a reliable test and the results of the results in Table 3.2.
Table 3.2: Reliability Test For Pilot Testing
Variable
|
Cronbach Alpha
|
Physical
|
0.734
|
Empathy
|
0.702
|
Responsive
|
0.800
|
Reliability
|
0.704
|
Assurance
|
0.701
|
Student Loyalty
|
0.768
|
Based on table 3.2 above, show the alpha value of dependent variables IE student loyalty is 0.768 then alpha value is accepted. Whereas the alpha value of the independent variable for the physical dimension is 0.734 then the alpha value is accepted. Likewise with an alpha value of the Empathy dimension of 0.702, the alpha valueis also accepted. While alpha values for responsive dimensions show an excellent variable of 0.800. Finally, the alpha value of the dimension of reliability is 0.704 and the dimensions of the assurance 0.701 then the alpha value for both dimensions is accepted.
Based on the results of the pilot test, it shows that the questions raised by the researchers in the questionnaire are good. Therefore, the researcher will continue research on the actual sample size of 375 respondents.
3.11 Conclusion
This chapter explains the methodology used by researchers. In addition, this chapter also explains how the samples are obtained, the development of study materials and the data collection procedures. Finally, this chapter explains briefly about the use of several methods of analysis performed such as correlation analysis to test the hypothesis. More information about the data analysis will be presented in chapter four.
CHAPTER FOUR
DATA ANALYSIS
4.1 Introduction
In this chapter, the researchers will analyze and submit the data obtained through the distribution of questionnaires to respondents. The data obtained will be analyzed using the SPSS software and the analysis will be based on the objective of the study and the hypothesis. The description will start with descriptive analysis, reliability test, correlation test and multiple regression.
4.2 Data Collection Quotes
For the data collection process, a total of 375 questionnaires has been distributed to local resident students pursuing a bachelor's degree program at UUM. Of the 375 questionnaires distributed, only 317 were returned by the respondents. All the questionnaire forms are suitable for analyzing the answer to the question as required by the researcher.
4.3 Descriptive analysis
Descriptive analysis is a method used by researchers to collect and interpret interpretations of raw data obtained by researchers (Malim and Birch, 1997). This analysis is a technique used to obtain a conclusion of the raw data obtained.
Based on the descriptive analysis of this study, I will explain about the background of the answer which consists of gender, age, race, college and student residential.
Table 4.1: Respondent Background Information (N = 317)
Respondent Demographics
|
Frequency
|
Percentage
| |
Age
|
20
|
9
|
2.8
|
21
|
69
|
21.8
| |
22
|
119
|
37.5
| |
23
|
94
|
29.7
| |
24
|
23
|
7.3
| |
25
|
2
|
6
| |
26
|
1
|
3
| |
Gender
| |||
Male
|
98
|
30.9
| |
Female
|
219
|
69.1
| |
Race
| |||
Malays
|
248
|
78.2
| |
Chinese
|
35
|
11.0
| |
Indian
|
20
|
6.3
| |
Lain-Lain
|
14
|
4.4
| |
Religion
| |||
Muslim
|
250
|
78.9
| |
Buddha
|
30
|
9.5
| |
Christianity
|
17
|
5.4
| |
Hinduism
|
19
|
6.0
| |
Others
|
1
|
3
| |
College
| |||
COB
|
136
|
42.9
| |
CAS
|
61
|
19.2
| |
COLGIS
|
120
|
37.9
| |
Student Residential
| |||
Bank Rakyat
|
64
|
20.2
| |
SME Bank
|
16
|
5.0
| |
MAS
|
12
|
3.8
| |
TNB
|
14
|
4.4
| |
Proton
|
9
|
2.8
| |
Petronas
|
19
|
6.0
| |
Grantt Lubricants
|
12
|
3.8
| |
Sime Darby
|
39
|
12.3
| |
Maybank
|
1
|
3
| |
MISC
|
14
|
4.4
| |
TM
|
8
|
2.5
| |
YAB
|
20
|
6.3
| |
Muamalat Bank
|
81
|
25.6
| |
BSN
|
8
|
2.5
| |
Table 4.1 shows the frequency distribution of the respondents based on the background of the respondents. The age range shows that the majority of respondents are 22 years old, which is 119 (37.5%). The second highest was respondents aged 23 years (29.7%). The third highest respondents were age 21-year-old (21.8%). Next, 24-year-old respondents were 23 (7.3%). For respondents aged 20 years is a total of nine persons (2.8%). Last 25 year old respondents (6%) and 26 years only one (3%).
Furthermore, the majority of the respondents in this study consisted of females with a total of 219 (69.1) while the rest were male respondents with 98 persons (30.9%).
In addition, with respect to the nation, there are 248 people (78.2%) are Malays. A total of 35 people (11.0%) consisted of Chinese respondents. For Indians, there are 20 (6.3%) and other races (14) (4.4%).
Besides that, with regard to religion the majority of respondents are Muslim, which is about 250 people (78.9%). In Buddhism there are 30 people (9.5%). A total of 17 people (5.4%) consist of Christian religion. Furthermore, Hinduism is 19 (6.0%) and other religions are only 9 (3%).
The majority of respondents in this study were students from COB, 136 (42.9%). The two highest students were COLGIS students of 120 people (37.9%) while the last were students from CAS which was 61 persons (19.2%).
Regarding student residences, the majority of the respondents were from Muamalat residences with a total of 81 persons (25.6%). Residential The people's bank consists of 64 students (20.2%). For SME Bank residential, there are 16 students (5.0%). For MAS residential, consisting of only female occupants, there were 12 students (3.8%) who lived there. Likewise, with Proton, BSN and Sime Darby residential, there were nine students (2.8%), eight students (2.5%) and 39 students (12.3%). Next, there are 14 students (4.4%) who occupy TNB residential. For Petronas residential, there are only 19 students (6.0%). A total of 12 students (3.8%) lives in Grant residential. Meanwhile, 14 (4.4%) students residing in the MISC residential. However, there are 20 students (6.3%) who live in YAB residential. Meanwhile, there were only eight students (2.5%) living in TM residential while only one student (3%) stayed at Maybank.
4.4 Analysis of Variable
In the analysis section of the variable, 22 questions for independent variables are related to service quality divided by five part (Physical, Assurance, Reliability, Responsive and Empathy) while for independent variables IE student loyalty there are 8 questions that have been submitted in sections B and C in the questionnaire.
Table 4.2: Min Analysis and Standard Deviation
Part B: Service quality
Descriptive Statistics
| |||||
N
|
Minimum
|
Maximum
|
Mean
|
Std. Deviation
| |
EMPHATY_A
|
317
|
1.20
|
5.00
|
3.3338
|
.70372
|
RESPONSIVE_A
|
317
|
1.20
|
5.00
|
3.3180
|
.70985
|
RELIABILITY_A
|
317
|
1.00
|
4.00
|
2.6763
|
.56286
|
ASSURANCE_A
|
317
|
.80
|
3.00
|
2.0025
|
.42096
|
PHYSICAL_A
|
317
|
1.20
|
5.00
|
3.3148
|
.72840
|
Valid N (listwise)
|
317
| ||||
Based on table 4.2, it shows descriptive analysis of independent variables IE service quality based on a five Likert scale. The variable obtained a high mean is the variable for empathy (3.3338). The second variable is the responsive variable of (3.3180). While the third variable is physical (3.3148). The fourth is the reliability variable with the mean value (2.6763) and the last is the collateral variable with the mean value (2.0025).
Furthermore, the highest standard deviation values are physical variables (0.72840). The highest standard deviation value is the responsive variable of (0.70985). Hence, the third highest standard deviation value is the empathy variable (0.70372). The fourth standard deviation value is the reliability (0.56286) and the fifth variables, i.e. the assurance of a standard deviation value (0.42096).
4.5 Results of Reliability Test
The reliability test was carried out to ensure the results of the questionnaire were able to represent the next variable and to answer the research questions. The survey data obtained from 317 respondents consisting of local students pursuing a bachelor's degree program at UUM.
Table 4.3: Reliability value for student service quality and Loyalty variables
Variable
|
Cronbach Alpha
|
Physical
|
0.839
|
Empathy
|
0.822
|
Responsive
|
0.824
|
Reliability
|
0.765
|
Assurance
|
0.734
|
Student Loyalty
|
0.807
|
Table 4.3 shows all the reliability value of the variables obtained through the analysis of reliability tests. The highest cronbach alpha value is the physical dimension (0.839), the highest increment is a responsive dimension (0.824), followed by empathy dimension (0.822), while reliability dimension (0.765) and dimension of Assurance (0.734). While the reliability value of the questionnaire part C of student loyalty is (0.807). This shows that the variables in question C section get good value.
4.6 Hypothesis Test
In this section, the research will test hypotheses to see the relationship between the quality demands of service affects the student's loyalty.
4.6.1 Relationship between physical dimension and student loyalty
H1: There is a significant relationship between the physical dimension and the student's loyalty
Table 4.4: Results of the Correlation Test Analysis: Relationship between physical dimension and student loyalty
PHYSICAL
|
LOYALTY
| |||
PHYSICAL
|
Pearson Correlation
|
1
|
-.493**
| |
Sig. (2-tailed)
|
.000
| |||
N
|
316
|
316
| ||
Result:
There were relationships (p <0.01) and negative (r = -0.493) between physical dimensions and student loyalty. Based on this test the alternative hypothesis is accepted.
4.6.2 Relationship between empathy dimensions with student loyalty
H1:There is a significant relationship between the dimension of empathy with Student loyalty
Table 4.5: Testing of Correlation Test: The relationship between empirical dimensions and student loyalty
EMPHATY
|
LOYALTY
| |||
EMPHATY
|
Pearson Correlation
|
1
|
.100
| |
Sig. (2-tailed)
|
.074
| |||
N
|
317
|
317
| ||
Result:
There was no relationship (p> 0.01) and negatively (r = 0.100) between empathy dimensions and student loyalty. Based on this test, the results show the alternative hypothesis was rejected.
4.6.3 Relations between responsive dimensions with student loyalty
H1: There is a significant relationship between responsive dimensions and student loyalty
Table 4.6: Results of the Correlation Test Analysis: The relationship between responsive dimensions and student loyalty
RESPONSIVE
|
LOYALTY
| |||
RESPONSIVE
|
Pearson Correlation
|
1
|
.102
| |
Sig. (2-tailed)
|
.070
| |||
N
|
317
|
317
| ||
Result:
There was no relationship (p> 0.01) and negatively (r = -0.102) between responsive dimensions and student loyalty. Based on this test, results show the alternative hypothesis was rejected.
4.6.4 Relations between reliability dimensions with student loyalty
H1: There is a significant relationship between reliability dimension and student loyalty
Table 4.7: Results of the Correlation Test Analysis: The relationship between reliability dimension and student loyalty
REALIABILITY
|
LOYALTY
| |||
REALIABILITY
|
Pearson Correlation
|
1
|
-.343**
| |
Sig. (2-tailed)
|
.000
| |||
N
|
317
|
317
| ||
Result:
There was a correlation (p <0.01) and negative (r = -0.343) between reliability dimension with student loyalty. Based on this test the alternative hypothesis is accepted.
4.6.4 The relationship between the dimensions of the assurance and the student's loyalty
H1: There is a significant relationship between the dimensions of assurance and student loyalty
Table 4.8: Results of the Correlation Test Analysis: The relationship between the dimensions of assurance and student loyalty
ASSURANCE
|
LOYALTY
| |||
ASSURANCE
|
Pearson Correlation
|
1
|
-.261**
| |
Sig. (2-tailed)
|
.000
| |||
N
|
317
|
317
| ||
Result:
There was a relationship (p <0.01) and negatively (r = -0.261) between the dimensions of the assurance and the student loyalty. Based on this test, the alternative hypothesis is accepted.
Table 4.9: Results of Hypothesis Testing Results
No
|
Hypothesis Test
|
Results
|
H1a
|
There is a significant relationship between the physical dimension and the student's loyalty
|
Accepted
|
H2b
|
There is a significant relationship between empathy dimensions and student loyalty
|
Rejected
|
H3c
|
There is a significant relationship between responsive dimensions and student loyalty
|
Rejected
|
H4d
|
There is a significant relationship between the reliability dimension and the student's loyalty
|
Accepted
|
H5e
|
There was a significant relationship between the dimensions of the assurance and the loyalty of the students
|
Accepted
|
Based on table 4.9, hypotheses have been tested by researchers by using correlation analysis to see the relationship between the dimensions of service quality and student loyalty. The results of the first hypothesis test There is a significant relationship between the physical dimension and the student's loyalty. This hypothesis is accepted. The second hypothesis is that there is a significant relationship between empathy dimensions and student loyalty. The hypothesis is rejected. The third hypothesis is that there is a significant relationship between responsive dimensions and student loyalty. This hypothesis is rejected. In conclusion, for the fourth hypothesis There is a significant relationship between the reliability dimension and the student's loyalty. This hypothesis is accepted. The fifth hypothesis is that there was a significant relationship between the dimensions of the assurance and the loyalty of the students. This hypothesis is accepted. Based on the hypothesis test shows that there are only three dimensions of service quality that have a significant relationship with student loyalty I,e physical, reliability and assurance of responsive and reliability dimensions have no significant relationship with student loyalty.
4.7 Multiple Regression Analysis
The results of the regret analysis are shown in table 4.9.
Table 4.10: Multiple Analysis of Regression ofindependent and dependent variables
Model Summary
| ||||
Model
|
R
|
R Square
|
Adjusted R Square
|
Std. Error of the Estimate
|
1
|
.560a
|
.313
|
.302
|
7.36550
|
a. Predictors: (Constant), ASSURANCE, RESPONSIVE, PHYSICAL, EMPHATY, REALIABILITY
| ||||
ANOVAa
| ||||||
Model
|
Sum of Squares
|
df
|
Mean Square
|
F
|
Sig.
| |
1
|
Regression
|
7676.098
|
5
|
1535.220
|
28.299
|
.000b
|
Residual
|
16817.700
|
310
|
54.251
| |||
Total
|
24493.797
|
315
| ||||
a. Dependent Variable: LOYALTY
| ||||||
b. Predictors: (Constant), ASSURANCE, RESPONSIVE, PHYSICAL, EMPHATY, REALIABILITY
| ||||||
Coefficientsa
| ||||||
Model
|
Unstandardized Coefficients
|
Standardized Coefficients
|
t
|
Sig.
| ||
B
|
Std. Error
|
Beta
| ||||
1
|
(Constant)
|
43.295
|
3.462
|
12.507
|
.000
| |
PHYSICAL
|
-1.442
|
.187
|
-.445
|
-7.694
|
.000
| |
EMPHATY
|
.570
|
.197
|
.178
|
2.889
|
.004
| |
RESPONSIVE
|
.339
|
.183
|
.114
|
1.856
|
.064
| |
REALIABILITY
|
-.688
|
.233
|
-.185
|
-2.956
|
.003
| |
ASSURANCE
|
-.021
|
.227
|
-.005
|
-.092
|
.927
| |
a. Dependent Variable: LOYALTY
| ||||||
According to Standardized Coefficients column, there are five variables that have been tested using multiple regression analysis. If seen in the Beta line under Standardized Coefficients, the highest amount obtained from the significant value is physical (-0.445), the second highest is reliability (-0.185), the highest third Beta is empathy (0.187). The fourth highest beta value is responsive (0.114) and the lowest beta value is the assurance (-0.005).
Based on the analysis, it shows that the physical dimension, empathy and reliability are significant I,e bebelow the level (p <0.05). While responsiveness and assurance demands are not significant, they are more than the level (p> 0.005). This shows that physical, assurance and reliability elements only have significant relation with student loyalty while the assurance and responsiveness dimensions have no significant relation with student loyalty.
4.7 Conclusion
In conclusion, the process of collecting data and analyzing data has been done perfectly. Of the 375 questionnaires distributed, only 317 forms were returned to the researcher and the form was suitable for analysis. The rest is not returned to the researcher. Analysis on the reliability level is at a good level for example questions in sections B and C of more than 0.7 and above. In addition, the Pearson correlation test has been conducted against hypothesis testing and found that the dimensions of physical, empathy and reliability are accepted while the dimensions of assurance and responsiveness are rejected. Furthermore, multiple regression tests are conducted and it shows physical dimensions, empathy and reliability are the most dominant dimensions in contributing to student loyalty towards UUM.
CHAPTER FIVE
CONCLUSION AND DISCUSSION
5.1 Introduction
In this chapter, the Researcher will elaborate and discuss the research findings that have been obtained based on the research conducted. This chapter will begin discussions based on the results of the research that have been obtained. Discussions will start with objectives, research implications and future research proposals.
5.2 Discussion
In this section it will start with the quality of service that affects student loyalty in UUM. In particular, there are three objectives of this study:
i. Dimensions in service quality
ii. Is there a relationship between service quality and student loyalty
iii. Type of the most dominant type of service quality dimension affecting student loyalty
5.2.1 Types Of Dimensions In Service Quality
Based on the descriptive analysis conducted, the highest mean variable is empathy. The second highest variable is responsive and the third is physical. The highest fourth variable is the reliability and the last is the assurance.
Furthermore, the highest standard deviation values are physical variables. The second highest standard deviation value is the responsive variable. Furthermore, the third highest standard deviation value is the empathy variable. The fourth standard deviation value is the variable of trust and the fifth variable of the assurance. This suggests that many respondents have agreed answers regarding the physical dimensions of the other dimensions of service quality. The physical aspects are a priority for students in determining their loyalty.
5.2.2 Relationship Between Service Quality And Student Loyalty
Based on the correlation test conducted by the researcher. Some hypotheses have been tested to see the relationship between service quality and student loyalty. Among the hypotheses tested is the relationship between physical dimensions, empathy, responsiveness, reliability and assurance. Based on the results of the test, it shows that the physical, reliability and assurance dimensions have a significant relationship with student loyalty is less than (p <0.01). While the two dimensions of empathy and responsiveness have no significant value is more than (p> 0.01).
Based on the hypothesis test results show that students at UUM focus more on physical dimensions, reliability and assurance in determining their loyalty to UUM. This study supports the study conducted by Norlia Goolamally and Latifah Latif (2014) where the reliability element is significant with student loyalty. In addition, according to Parasuraman et al. (1985) also emphasizes the reliability dimension that has always been an important aspect of service quality.
Additionally, according to Mansori, Vaz & Zarina (2014) also holds that there is a significant relationship between the physical dimension and the student's loyalty. The decision is the same as the results received in this study.
Furthermore, the dimensions of the assurance also show a significant relationship with student loyalty. The results of this study are supported by the previous study of Ndubisi (2006). Where the service provider provides clear and convincing customers. In this study also shows that students want clear communication from the university in any perspective. While the dimensions of empathy and responsiveness are not specifically addressed by students in determining their loyalty to UUM.
Therefore, the UUM must pay particular attention to the physical dimensions, reliability and assurance increasetheir loyalty to UUM. This is because, physical aspects such as infrstrutur facilities and other equipment as well as facilities at the University influence students to continue their studies at the same university in the future. In addition, trustworthiness aspects need to be addressed by the UUM so they are confident in management and governance of the university administration level. Furthermore, the aspect of assurance should also be attentive as students want an assurance at the university that they are confident the university is able to provide the best service.
5.2.3 The Most Dominant Service Quality Dimensions Affect Student Loyalty
Based on the multiple regression analysis test conducted by the researcher found that the highest beta value obtained in the test is a physical dimension while the lowest beta value is the assurance. This study is supported by the results of the previous study by Mansori, Vaz & Zarina (2014) where the findings of the study show that the physical dimensions on campus play a role in determining student loyalty. Physical dimensions. The results also show that there is a high level of influence on students' intentions to continue to recommend institutions of higher learning that they learn with friends and communities if physical facilitation aspects are being addressed by the university.
In addition, the lowest beta value obtained in the Mutiple Regression test is the dimension of the assurance. This suggests that the dimensions of the assurance are not something that is a priority for students in determining their loyalty to UUM. This is because, admission to the university is not an assurance for students to get a good job after graduating. Therefore, students do not pay full attention to the dimensions of assurance in determining at UUM.
5.3 Research Limitation
Limitation faced by the researcher to implement this study among others, are the difficulties of threatening the questionnaire given to respondents. Most respondents forgot to return the questionnaire after responding. This causes, the researchers don’t detect any questionnaires from respondents. This is a barrier to researchers to obtain data from respondents
In addition, researchers also experience time constraints in carrying out this study. Where the time given by the university is short. This affects the work of researchers to complete this study. Additionally, there are programs organized by the university that have led researchers to attend the program and public holidays throughout the semester. All these factors have curbed the time of the researcher to do the study.
Furthermore, researchers also face financial difficulties to carry out this study. This is because, the cost spent is high in completing this study. Researchers are forced to go to various places to get information from respondents. The motion requires a vehicle to go to the destination. Therefore, it requires Petro spending to move to the location. Among the constraints faced by researchers are the high petrol spending because researchers need to go to various places to get information to complete this study
5.4 Conclusion
In conclusion, it is clear that physical dimension is a priority for student loyalty to study at UUM Among the main causes contributing to student loyalty in UUM is the physical factor within the SERVQUAL dimension. This shows that students are more focused on the physical aspect at UUM. The physical aspect, such as facilities and equipment provided in UUM. This is because, the physical aspect provided by UUM will increase their satisfaction to study at UUM. In addition, other factors such as reliability, assurance, empathy and responsiveness are not clearly expressed by the students. The things that the student is focusing on being the most dominant physical aspects.
Therefore, the UUM must focus on the physical aspect in UUM so that students have the desire to study again in UUM. UUM need to augment the physical facilities to increase student's desire and loyalty to UUM. In addition, the UUM must make sure all the maintenance of physical facilities will be monitored all times. This is to ensure that the physical facilities are in good condition for use by students. If the physical facilities provided by UUM are in good condition then it will attract more students from local and outside the country to pursue their studies here.
In this chapter, researchers have discussed the results of the research obtained based on the objectives stated. In addition, the proponents also discussed the limitations and conclusion form overall in completing this study.
