| dc.description.abstract | This study investigated how the multi-attributes of the effect of university image on
student satisfaction, student loyalty and word of mouth intention – the case of
International University – Vietnam National University. It applied the research
model framework Alves & Raposo (2009) for Vietnam context which studied about
how university image has the relationship to student satisfaction and the
consequences of satisfaction. In this study, five attributes include image,
expectations, service quality perceived, value perceived and extra-curricular
activities are considered as the essential factors contribute to student satisfaction,
student loyalty and their words of mouth intention. Data was collected through paper
survey form International University students. A total of 718 respondents completed
the questionnaires by quota sampling method in one month. Data analyzed through
SPSS and AMOS to finalize the model in Vietnam context and show the significant
between dimensions. The findings provide empirical support image has positive
significant on satisfaction. Additionally, image also has positive connection to
expectations, service quality perceived, value perceived and extra-curricular
activities. These factors also have the relationship to student satisfaction and its
consequences. In conclusion, Board of Management of International University can
attract more students by develop and improve those empirical key attributes.
Theoretical and managerial implications of the findings are discussed and
opportunities for further research are suggested.
Keywords: International University, university image, expectations, service quality
perceived, value perceived and extra-curricular activities, student satisfaction,
student loyalty, words of mouth intention. | en_US |
