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This research looks at the loyalty of students in open distance learning (ODL) higher education institutions (HEI) through the role of trust as a mediator, while service quality of HEI and satisfaction of students as independent variables. Employing a quantitative method, a total of 5051 respondents among students of ODL HEI participated in this research. The results of the structural equation modeling analysis indicated that service quality, satisfaction, and trust directly impacted the loyalty of students. Consistently, satisfaction and service quality influence trust of ODL HEI students. The research also found that loyalty was impacted by the combined factors of trust and satisfaction as well as trust and service quality. These results offer ODL HEI with insights to continuously improve their ODL strategies by considering all aspects that could impact their service quality, students’ satisfaction and students’ loyalty respectively. This is critical for preserving the long-term viability and sustainability of ODL HEI.

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Does Service Quality, Satisfaction and Trust Lead to Students’ Loyalty in Open Distance Learning Higher Education?

  • 章节

  • 发表日期：

    2025年

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  • Zahir Osman,
  • Nazruzila Razniza Mohd Nadzri,
  • Tuan Fatma Tuan Sulaiman,
  • Rohaya Ali,
  • Azleen Ismail

摘要

This research looks at the loyalty of students in open distance learning (ODL) higher education institutions (HEI) through the role of trust as a mediator, while service quality of HEI and satisfaction of students as independent variables. Employing a quantitative method, a total of 5051 respondents among students of ODL HEI participated in this research. The results of the structural equation modeling analysis indicated that service quality, satisfaction, and trust directly impacted the loyalty of students. Consistently, satisfaction and service quality influence trust of ODL HEI students. The research also found that loyalty was impacted by the combined factors of trust and satisfaction as well as trust and service quality. These results offer ODL HEI with insights to continuously improve their ODL strategies by considering all aspects that could impact their service quality, students’ satisfaction and students’ loyalty respectively. This is critical for preserving the long-term viability and sustainability of ODL HEI.