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Awng Nu La. Factors influencing student satisfaction and loyalty of the community-based private schools in Myitkyina, Kachin state, Myanmar. Master's Degree(Business Administration). Mae Fah Luang University. Learning Resources and Educational Media Center. : Mae Fah Luang University, 2021.
Factors influencing student satisfaction and loyalty of the community-based private schools in Myitkyina, Kachin state, Myanmar
Name: Awng Nu La
Organization :
Mae Fah Luang University
keyword:
Service Quality
ThaSH:
Customer relations
-- Management
Classification :.DDC: Customer loyalty -- Private Schools -- Myanmar
Abstract:
Education is a service sector which is presently growing quickly in Myanmar. Due to the quick development of higher education, it is essential for the community-based higher education institutions to deliver satisfaction to the students, known as primary customers, in order to survive in the competitive market. Therefore, assessing satisfaction and loyalty of the students has become very important as it can provide important information that presents the successfulness of the community-based higher-education institutions in delivering appropriate educational products or services to the market. However, a detailed study of community-based private schools industry in the domains of service quality, social responsibility and engagement, school image, student perceived value, and how it is structurally related to student satisfaction and loyalty has not been quantitatively studied. This study uses the case of the community-based private schools in Myitkyina, Kachin State, Myanmar to empirically validate the structure of the model that describes the interrelation of the variables consisting of service qualities (tangible and intangible service qualities), social responsibility and engagement, school image and student perceived value in satisfying the students. The statistical analysis tools applied in this study are exploratory factor analysis, correlation analysis, multiple regression analysis, independent sample T-test and ANOVA tests and structural equation model (SEM) fit-tested. Not the least, data were collected from the students of the community-based private schools in Myitkyina, Kachin State, Myanmar.
Apart from examining student satisfaction and loyalty using service quality traits as the sources of enablers, this research extended by exploiting social responsibility engagement as another stimulating factor, and introduces school image and perceived values, as mediators. Loyalty covers both attitudinal and behavioral domains in the sense of forming positive attitude of the school and enables the students to show willingness to say positive things of the institution, including coming back to perform individual social responsibility services. Both theoretical and practical implications were also carefully provided, for instance, drawing the attention of the key weaknesses for further improvement by the community based higher learning institutions.
Mae Fah Luang University. Learning Resources and Educational Media Center
Address:
CHIANG RAI
Email:
library@mfu.ac.th
Name: Chai Ching Tan
Role:
Advisor
Created:
2021
Modified:
2021-02-25
Issued:
2021-02-25
วิทยานิพนธ์/Thesis
application/pdf
CallNumber:
Thesis HF5415.525 A967f 2019
eng
DegreeName: Master of Business Administration
Level: Master's Degree
Descipline: Business Administration
Grantor: Mae Fah Luang University
©copyrights Mae Fah Luang University
RightsAccess:
ใช้เวลา
0.025852 วินาที
Awng Nu La
| Title | Contributor | Type |
|---|---|---|
| Factors influencing student satisfaction and loyalty of the community-based private schools in Myitkyina, Kachin state, Myanmar
มหาวิทยาลัยแม่ฟ้าหลวง Awng Nu La | Chai Ching Tan | วิทยานิพนธ์/Thesis |
Chai Ching Tan