Abstract:

This study examines the various factors impacting student loyalty in private universities in Jeddah, Saudi Arabia. It can be gleaned from the existing literature on this topic that Academic Experience, Student Life and Support, Student Satisfaction, and University Image are the building blocks of the student loyalty model in private universities. The researchers employed a quantitative survey guided by five hypotheses to test the effect of these factors on Student Loyalty. A structured online questionnaire was distributed to students from three private universities in Jeddah. In total, 302 responses were collected through convenience sampling and the responses were measured on a Likert scale. The study's findings showed that Academic Experience and Student Life have a strong positive correlation with Student Satisfaction, and University Image has a moderate positive correlation with Student Satisfaction. In contribution to Student Loyalty, University Image strongly correlates with Student Loyalty, whereas Student Satisfaction has a moderate relationship with Student Loyalty. This research contributes toward filling the literature gap and aiding Saudi private universities in allocating resources, which would help them better retain loyal students.