The Moderating Infl uence of Trust on the Relationship between Institutional Image/Reputation, Perceived Value on Student Loyalty in Higher Education Institution

Noor Azmi Bin Hashim, Aliyu Olayemi Abdullateef and Bashir Danlami Sarkindaji
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Noor Azmi Bin Hashim: Othman Yeop Abdullah Graduate School of Business, Universiti Utara Malaysia, 06010 Sintok, Kedah, Malaysia
Aliyu Olayemi Abdullateef: Faculty of Business and Design, Swinburne University of Technology Sarawak Campus, Malaysia
Bashir Danlami Sarkindaji: Othman Yeop Abdullah Graduate School of Business, Universiti Utara Malaysia, 06010 Sintok, Kedah, Malaysia

International Review of Management and Marketing, 2015, vol. 5, issue 3, 122-128

Abstract: This survey investigates the moderating infl uence of trust on the relationships between institutional image/reputation, perceived value on student loyalty. The methodology utilises primary data obtained from questionnaire administered to a sample of 304 postgraduate international students in Universiti Utara Malaysia using simple random probability sampling. Multiple regression technique was employed to analyse data via SPSS statistical package. Results established that institutional image and perceived value have signifi cant positive infl uence on student loyalty. Institutional image has signifi cant positive infl uence on perceived value. The infl uence of image on student loyalty is greater followed by image on student perceived value. Furthermore trust was found to insignifi cantly moderate between institutional image and perceived value on student loyalty. It is recommended that to successfully compete in a dynamic and complex world of academic excellence universities must be seen to portray favourable image/reputation in terms of practices and actions that invariably transforms to higher perceived value and student loyalty behaviour.

Keywords: Institutional Image; Perceived Value; Student Loyalty (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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