The relationship of brand image and service quality on student loyalty: a case of MY-K, KKTM Sri Gading / Nurul Syafika Mohd Nasir

The study is to examine the relationship of brand image and service quality towards student loyalty in purchasing at in-campus mart at university which is My-K Kolej Kemahiran Tinggi Mara (KKTM) Sri Gading located at Batu Pahat, Johor. To perform this objective, the research has extracted three vari...

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Main Author: Mohd Nasir, Nurul Syafika
Format: Student Project
Language:English
Published: Faculty of Business and Management 2018
Subjects:
Online Access:http://ir.uitm.edu.my/id/eprint/21240/1/PPb_NURUL%20SYAFIKA%20MOHD%20NASIR%20M%20BM%2018_5.pdf
http://ir.uitm.edu.my/id/eprint/21240/
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Institution: Universiti Teknologi Mara
Language: English
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spelling my.uitm.ir.212402018-10-23T04:28:47Z http://ir.uitm.edu.my/id/eprint/21240/ The relationship of brand image and service quality on student loyalty: a case of MY-K, KKTM Sri Gading / Nurul Syafika Mohd Nasir Mohd Nasir, Nurul Syafika Market surveys. Including brand choice. Brand loyalty Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling The study is to examine the relationship of brand image and service quality towards student loyalty in purchasing at in-campus mart at university which is My-K Kolej Kemahiran Tinggi Mara (KKTM) Sri Gading located at Batu Pahat, Johor. To perform this objective, the research has extracted three variables. A questionnaire with Likert type questions was used to collect the data. The samples of this study are the students Semester 1 until Semester 5 from all the courses in KKTM Sri Gading. The sampling technique used is proportionate stratified random sampling. The data then was analysed by using Statistical Package for the Social Sciences (SPSS). The finding of this research shows that the brand image (in-campus mart) and service quality plays an important role to the student loyalty as the students are their customer in their business. The study indicates that there is positive relationship between the two independent variables; brand image and service quality and student loyalty as the dependent variable. Faculty of Business and Management 2018 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/21240/1/PPb_NURUL%20SYAFIKA%20MOHD%20NASIR%20M%20BM%2018_5.pdf Mohd Nasir, Nurul Syafika (2018) The relationship of brand image and service quality on student loyalty: a case of MY-K, KKTM Sri Gading / Nurul Syafika Mohd Nasir. [Student Project] (Unpublished)
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Market surveys. Including brand choice. Brand loyalty
Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
spellingShingle Market surveys. Including brand choice. Brand loyalty
Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Mohd Nasir, Nurul Syafika
The relationship of brand image and service quality on student loyalty: a case of MY-K, KKTM Sri Gading / Nurul Syafika Mohd Nasir
description The study is to examine the relationship of brand image and service quality towards student loyalty in purchasing at in-campus mart at university which is My-K Kolej Kemahiran Tinggi Mara (KKTM) Sri Gading located at Batu Pahat, Johor. To perform this objective, the research has extracted three variables. A questionnaire with Likert type questions was used to collect the data. The samples of this study are the students Semester 1 until Semester 5 from all the courses in KKTM Sri Gading. The sampling technique used is proportionate stratified random sampling. The data then was analysed by using Statistical Package for the Social Sciences (SPSS). The finding of this research shows that the brand image (in-campus mart) and service quality plays an important role to the student loyalty as the students are their customer in their business. The study indicates that there is positive relationship between the two independent variables; brand image and service quality and student loyalty as the dependent variable.
format Student Project
author Mohd Nasir, Nurul Syafika
author_facet Mohd Nasir, Nurul Syafika
author_sort Mohd Nasir, Nurul Syafika
title The relationship of brand image and service quality on student loyalty: a case of MY-K, KKTM Sri Gading / Nurul Syafika Mohd Nasir
title_short The relationship of brand image and service quality on student loyalty: a case of MY-K, KKTM Sri Gading / Nurul Syafika Mohd Nasir
title_full The relationship of brand image and service quality on student loyalty: a case of MY-K, KKTM Sri Gading / Nurul Syafika Mohd Nasir
title_fullStr The relationship of brand image and service quality on student loyalty: a case of MY-K, KKTM Sri Gading / Nurul Syafika Mohd Nasir
title_full_unstemmed The relationship of brand image and service quality on student loyalty: a case of MY-K, KKTM Sri Gading / Nurul Syafika Mohd Nasir
title_sort relationship of brand image and service quality on student loyalty: a case of my-k, kktm sri gading / nurul syafika mohd nasir
publisher Faculty of Business and Management
publishDate 2018
url http://ir.uitm.edu.my/id/eprint/21240/1/PPb_NURUL%20SYAFIKA%20MOHD%20NASIR%20M%20BM%2018_5.pdf
http://ir.uitm.edu.my/id/eprint/21240/
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