Examining the Influence of Service Quality (SERVQUAL Model) on University Brand Loyalty among Students at Public Universities in Kunming, China
Keywords:
Service Quality, University Brand Loyalty, SERVQUAL, ChinaAbstract
This study examines how service quality influences university brand loyalty among students at public universities in Kunming, China. To address gaps in research on non-elite institutions, data were collected from 393 students using a SERVQUAL-based survey. Five dimensions of service quality—reliability, responsiveness, assurance, empathy, and tangibles—were tested against cognitive, affective, and conative loyalty using PLS-SEM. Results showed that reliability, responsiveness, empathy, and tangibles significantly predicted loyalty, while the path from assurance to affective loyalty was not significant. Responsiveness, empathy, and reliability were the strongest predictors of cognitive and conative loyalty, highlighting the importance of timely support, personalized care, and consistent service delivery. Theoretically, the study validates SERVQUAL’s applicability in Chinese higher education and clarifies how service quality dimensions shape different loyalty types. Practically, it suggests universities should prioritize responsiveness and empathy in faculty-student interactions while addressing weaker assurance-related affective engagement.
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