Self-Perceived Job Performance as a Mediator of the Effects of Academic Satisfaction and Quality on Loyalty

Lovemore Chikazhe () and Cmakanyeza@unam.na ()
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Lovemore Chikazhe: Chinhoyi University of Technology, Zimbabwe
Cmakanyeza@unam.na: University of Namibia, Windhoek, Namibia

Journal of Marketing and Consumer Behaviour in Emerging Markets, 2022, vol. 2, issue 15, 37-52

Abstract: Globally, there is increased customer mobility and competition within the higher education sector. As such, university management and administration practices should consider academic satisfaction, quality and loyalty as important factors to infl uence graduate job performance. The study was conducted to see if self-perceived job performance had a role in mediating the eff ect of academic satisfaction and perceived academic quality on academic loyalty. Data was collected from 714 respondents using a cross-sectional survey. The covariance-based structural equation modelling was used to test the hypotheses. According to the study results, self-perceived job performance partially mediates the eff ect of both academic satisfaction and academic quality on academic loyalty. The study fi ndings emphasise the importance of graduate quality and satisfaction in infl uencing loyalty. Thus, the higher education sector should take cognisance of self-perceived job performance as this also infl uences academic loyalty.

Keywords: academic loyalty; academic quality; academic satisfaction; self-perceived job performance; Zimbabwe (search for similar items in EconPapers)
JEL-codes: M10 M30 M31 (search for similar items in EconPapers)
Date: 2022
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