ปัจจัยที่ส่งผลต่อความภักดีในแบรนด์สถาบันการศึกษา : กรณีศึกษามหาวิทยาลัยสงขลานครินทร์ วิทยาเขตหาดใหญ่

Abstract

This research aimed to study factors influencing on brand loyalty institution. A case study of Prince of Songkhla University Hat Yai Campus. The 6 factors (brand trust, service quality, brand commitment, student satisfaction, brand image and perceived brand value) were investigate. A questionnaire was used as an instrument for collecting data. The participants consist of 351 senior students studying in the final academic year. The data were analyzed for the descriptive information by using frequencies, percentages, means, standard deviations, F-test, Person correlation coefficient and multiple regression analysis. The research found that without significant difference in brand loyalty of the students, regarding with different majors of their study. The factors both service quality and student satisfaction have not been affecting brand loyalty institution. These results have not related to the previous study indicating those factors are a significant influence on brand loyalty institution. The factors influencing on brand loyalty institution were ranked from most to least and sorted in descending as follows: brand commitment (B - 423), perceived brand value (B - 396), brand image (B - 242) and brand trust (B - 104), respectively. These factors could explain brand loyalty institution at 62.1%. The results of this study could be used as basic information for the management model and academic services efficiently also strengthen student loyalty on institutions to be sustainable. This is useful for developing educational systems, both academic and budgetary in order to adapt in accordance with the changing situation in the world.