University Image & its Relationship to Student Satisfaction & Loyalty

This book focuses on studying the university image from the perspective of students with the aim of explaining the different components of image and attributes of student satisfaction. We investigated the relationships between the different components of the university image and to what extent they may affect the students’ satisfaction. Hypotheses were drawn setting the relationships between university image, student interaction and student perceived value on one side and their effect on student satisfaction and loyalty. The investigation was carried out on a sample size of 763 students studying at private business schools in 6 countries in the Middle Eastern region. The results of the empirical work demonstrate that student interaction is very important in building belongingness and affiliation to the university. Additionally, findings showed that student loyalty is a consequence of satisfaction, positive university image and positive perceived added-value upon course achievement. The results also revealed that student satisfaction is highly influenced by positive university image and student perceived value.