Factors Positively Affecting Chinese Students’ Loyalty towards Universities in Bangkok

Abstract

The research was the study of the factors positively affecting Chinese students’ loyalty towards universities in Bangkok, with independent variables of financial and job-market factors, intrinsic factors, referents, facilities and services factor, ways of communication, advertising, the satisfaction factor, price, and loyalty. The researcher targeted Chinese students who had used to study or were studying in Bangkok as university students. The 300 usable questionnaires were received from the Chinese students. The researcher found that facilities and services factor (ß=0.434), advertising (ß=0.245), the satisfaction factor (ß=0.226), the referents (ß=0.174) were tested to be positively affected the Chinese students’ loyalty at 0.01 level of significance, explaining 91.30% of influence toward the loyalty.