This study investigates the various factors that influence student loyalty in Saudi universities, given the escalating competition among them for student enrollment and retention. The paper aims to address the research gap in the context of Saudi Arabia by focusing on private universities in Jeddah city. It can be gleaned from the existing literature on this topic that Academic Experience, Student Life and Support, Student Satisfaction, and University Image are the building blocks of student loyalty in private universities. To test the effect and impact of the mentioned factors on Student Loyalty, the research design followed a descriptive approach, employing a quantitative survey guided by five hypotheses. The study population includes 3,860 students from three private universities in Jeddah. A structured online questionnaire was distributed during the spring semester of 2023, and a total of 302 responses were collected through random sampling. The findings indicate that University Image strongly affects Student Loyalty, while Student Satisfaction has a moderate impact on Student Loyalty. University Image also has a moderately positive effect on Student Satisfaction. The study recommends that universities invest in promoting their brand image, improving their academic experience, and reconsidering their tuition fees to match the services offered. This study contributes toward filling the literature gap on student loyalty in Saudi literature, provides marketing implications, and paves the way for future marketing research on Saudi universities.
Loading....