Factors affecting agricultural students’ loyalty: a study at Nong Lam University Ho Chi Minh City

DOI: 10.18173/2354-1075.2021-0008

Abstract

This study was conducted with the objective of identifying the influence of service quality, university image on agricultural students’ satisfaction and loyalty. The quantitative research approach was applied. Data were collected using questionnaires with a sample size of 313 students who majored in Veterinary Medicine, Animal Husbandry, Agronomy and Plant Protection at Nong Lam University Ho Chi Minh City. The sample has been selected by convenient method. The research results show that agricultural students’ satisfactions and loyalty are affected by service quality and school image. In which, the school image has the stronger impact on student satisfaction and loyalty. From the findings, the researcher has made conclusions and some suggestions to contribute to improving student loyalty.