| dc.description.abstract | This study aims to study the factors that impact on satisfaction, loyalty, and word of mouth behaviors of university student in Ho Chi Minh city. It could be observed from the study that image, expectations, perceived quality, and perceived value had the direct and indirect effects on satisfaction and its outcomes. The survey was conducted at selected universities in Ho Chi Minh. Data collection used Partial least squares structural equation modeling (PLS-SEM) and quantitative research was applied to analyze the data. The results indicated that students who are satisfied came from perceiving the quality, value and image while studying, which ultimately led them to be loyal and talk positively about their university. Meanwhile, expectations did not affect the satisfaction much. These findings can help the institutions developing new policies to meet the demands of students so that they will achieve a sense of fulfillment.
Keywords: University, satisfaction, precursors of satisfaction, outcomes of satisfaction. | en_US |
