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Abstract:
This study has two objectives: first, it aims to examine the direct and indirect influences of perceived value, university image, and student satisfaction on student loyalty; second, it aims to comparing the effect sizes of student loyalty between public and private universities in Chiang Mai, Chiang Rai, and Lampang provinces located in upper north of The Kingdom of Thailand. The quantitative-based cross sectional survey method was employed in this study. The sample size consists of 600 university students from 3 public universities and 3 private universities. Multistage stratified cluster sampling procedure was used in collecting data. The data was analyzed with the Structural Equation Model (SEM) approach by employing Analysis of Moment Structure (AMOS) computer programing. Results showed that Student Perceived Value, University Image, and Student Satisfaction significantly explained about 75% of variance in Student Loyalty. The results indicated that student perceived value, university image, and student satisfaction all have significant role in influencing to student loyalty. For public university, university image has positively affected to student loyalty, student perceived value that positively indirect affected student loyalty via university image. But, for the private university case, the results showed that only student satisfaction that positively and significantly affected student loyalty, student perceived value that positively indirect affected to student loyalty via university image and student satisfaction. Benefits from this study could be employed to assist formation of student recruitment strategy and marketing of university.
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