The influencing factors on the level of satisfaction and loyalty of international students' at Universiti Utara Malaysia (UUM)

Numerous studies have been conducted to explore the factors affecting students‟ satisfaction. However, limited studies have proved this investigation in the context of Malaysian educational institutions, specifically UUM. The declining number of international students in UUM has initiated the importance to study the factors affecting international students‟ satisfaction and loyalty. This study attempted to investigate the factors of education, technology, library services, accommodation, organization and management of programs, image and prestige of UUM that influence on international students‟ satisfaction and loyalty. 296 international students from undergraduate and graduate programs were used as a sample of this study. Regression analysis was used to analyze the relationship between independent variables (education, technology,
accommodation, library services, organization and management of programs, image and prestige, and dependent variable (international students‟ satisfaction). This study found that education, technology, organization and management of programs, image and prestige were positively influenced on the international students‟ satisfaction in UUM. In the same manner, this study examined the international students‟ loyalty as an outcome of international students‟ satisfaction. The finding revealed a positive relationship between international students‟ satisfaction and international students‟ loyalty. It is hoped that this study would add on management literatures and also contribute significantly to managerial practices that could help the management to focus more on these dimensions to further increase international students‟ satisfaction and loyalty