A Study of Influenced Factors toward Student Loyalty Among Private Universities in Kedah

Up to half of Malaysia's private higher education institutions could be forced to close if the country's private higher education sector were to collapse, leaving only those with substantial financial support to remain open. More than half of the country's small businesses have shut down due to the Covid-19 coronavirus, which has almost likely pushed the country into recession. This has worsened the prognosis for the already troubled university sector. Hence, student loyalty is another proven solution in combating these challenges. The purpose of this research is to look into and analyse the impact of service quality, university image, student satisfaction, and loyalty at private universities in Kedah, Malaysia. As this paper is a pilot study, therefore 150 questionnaires were distributed to target respondents. SPSS was used to analyse the 86 samples of private university students in the northern region of Malaysia. Findings postulate that only service quality, commitment and satisfaction affect a loyalty among private university student in northern region. This study helps institutions, teachers, and policymakers understand what makes private university students want for them to keep loyal with the universities.