Key Influencers of Graduate Students' Satisfaction and Loyalty in Gocheck System
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Abstract
The purpose of this study was to explain the factors that influence the satisfaction and loyalty of university graduate students toward Gocheck system. The factors studied include image, perceived values, perceived quality, service quality, satisfaction, trust, and loyalty. In this study, quantitative method was used for data collection from 500 respondents. Multi-stage sampling was applied, consisting of purposive sampling, stratified sampling, and convenient sampling to reach target respondents. The Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) were used for data analysis to test model fit, reliability and validity of the constructs. The results explicated that trust had the strongest impact on students’ satisfaction, followed by perceived value, image and indirect impact from perceived quality, respectively. Students’ loyalty was solely impacted from satisfaction. Therefore, the universities and system developers are advised to strengthen the system reliability and accuracy to build trust, and improve the system features and performance to enhance perceived value and image for students’ satisfaction, which can later form long-term commitment or loyalty in Gocheck system.
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