Reputation and Satisfaction Influencing on Students’ Organizational Loyalty in College of Social Communication Innovation at Srinakharinwirot University

Abstract

The purpose of this research is to study organizational loyalty of students in College of Social Communication Innovation at Srinakharinwirot University categorized by personal factors, and to study their reputation and satisfaction influencing the organizational loyalty. The results of study on 315 students revealed that the majority of the respondents are 20 years old, female, sophomore students in the College of Social Communication Innovation. In conclusion, reputation and satisfaction are able to predict the organizational loyalty of students in College of Social Communication Innovation at Srinakharinwirot University, at the significant level of .05 and .01, respectively. Reputation influences the organizational loyalty of students in College of Social Communication Innovation at Srinakharinwirot University in the aspects of products and services of the organization, innovation, workplace, governance, citizenship, leadership, and business or operational performance. The factor with highest effect is leadership which implying that there exists a competent leader in College of Social Communication Innovation, who supports the development of the College at national level at statistically significant level of .05. Satisfaction influences the organizational loyalty of students in College of Social Communication Innovation at Srinakharinwirot University in the aspects of shared value, staff, strategy, skills, structure, operation system, and forms of management. The factor with highest effect is shared value, implying that professors, staff, and personnel of the university are willing to cooperate, and existed activities in College of Social Communication Innovation which contribute to the society at statistically significant level of .01.