Examining the influences of service quality and corporate image on students' loyalty of boarding schools in the UK: A study of Chinese students

Chang, Shing-Wan ORCID: https://orcid.org/0000-0002-1587-9076, Loukides, Grigorios and Lee, Lai Ping (2018) Examining the influences of service quality and corporate image on students' loyalty of boarding schools in the UK: A study of Chinese students. In: 6th International Conference on Contemporary Marketing Issues (ICCMI 2018), 27- 29 June 2018, Athens, Greece. . [Conference or Workshop Item]

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Abstract

The purpose of this study is to explore the impact of service quality and corporate image on students’ loyalty of boarding schools in the UK. Valid responses obtained from Chinese students in British boarding schools (n =300) were analysed using structural equation modelling. The results of the empirical research on Chinese students reveal how students’ loyalty relies on the level of service quality and corporate image. Additionally, corporate image mediates the relationship between service quality and students’ loyalty. Different from previous studies that investigated service quality in the higher education sector, this study extends the extant literature by examining the importance of corporate image on boarding schools. The results also corroborate the applicability of the five dimensions of SERVQUAL model to the boarding school sector.

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