SERVICE QUALITY AND LOYALTY OF INTERNATIONAL STUDENTS STUDYING IN THE FIELD OF HOSPITALITY AND TOURISM

Abstract

Malaysia is changing its market/ industry status from a commodity-based to knowledge-based economy driven by knowledge creation, innovation and development. Teaching is one in every of the information-based industries that sells knowledge through the availability of academic services to local and international students. It has been observed that in most of the private institutions in Malaysia, 10% to 12% students are from overseas (MOHE, 2012). The current study attempts to identify the satisfaction level of international students, the determinants of satisfaction for international students and the relationship between satisfaction and student loyalty. The study was based on the School of Hospitality, Tourism and Culinary Arts (HTCA) at Taylor’s University, Malaysia. Seven (7) independent factors -- ‘Administrative Aspects’, ‘Academic Aspects’, ‘Reputation’, ‘Tangibles’, ‘Access’, ‘Program issues’ and ‘Career Prospects’ were used to evaluate two (2) dependent factors -- ‘Satisfaction’ and ‘Loyalty’. Quantitative research approach, on-site survey was conducted with 275 international students studying in HTCA on the basis of a non-probability convenience sampling technique. Findings report that the current study was found to be reliable and the measurement scale had reliability more than the required aggregate level, cut-off point .70, except for one dependent factor ‘Loyalty’. Four determinant factors named as Reputation, Access, Program Issues and Career Prospects were found to be determinant factors for satisfaction of international students in HTCA with an average of 3.5 on a 5-point Likert scale and 40% students would like to continue for further studies at HTCA. It was also found that Satisfaction exerts positive significant effect of 57% on Loyalty.