Study On The Impact Of Teaching Quality On Students’ Satisfaction And Loyalty

Educational service providers face key problems in managing service quality that helps them satisfy their customers,retain them,and create loyalty.The current study examined the effect of service quality on students’ loyalty through students’ satisfaction:Evidence from English for a second language(ESL)in China.Previous studies reveal that a significant indication of a high-performing institution is creating students’ loyalty.Thus,for a school to achieve students’ loyalty,they must ensure quality service delivery,leading to students’ satisfaction and then loyalty.The purpose of this study is to propose a research model to test the mediating effect of students’ satisfaction on the relationship between teaching quality and students’ loyalty.The model and hypotheses formulated were tested empirically to determine the effects of the independent and intervening variables on the dependent variable.The study used survey data collected 337 students from ESL schools in Tianjin,China.The Smart PLS 3 software for Partial Least Squares modeling was used to analyze the data collected from the respondents.The Result reveals that service quality has a significant and positive relationship with students’ satisfaction and loyalty;specifically,the study finds that empathy has a positive and significant effect on students’ satisfaction.Again,there is a positive but insignificant relationship between empathy and student loyalty.Empathy has a positive and significant effect on students’ satisfaction.The result also indicates that reliability and students’ loyalty are insignificant.However,reliability has a positive and significant relationship with students’ satisfaction.On the indirect relationship,the results show that students’ satisfaction positively and significantly mediates the relationship between assurance and students’ loyalty.Moreover,students’ satisfaction also mediates the relationship between empathy and students’ loyalty.However,students’ satisfaction does not mediate the relationship between responsiveness and students’ loyalty,while students’ satisfaction mediates the relationship between tangibility and students’ loyalty.In sum,the result indicates that 11 hypotheses are supported while 5 are not supported.The study’s major contribution is that it provides a better understanding with empirical evidence,the relationship between service quality and students’ loyalty through students’ satisfaction.It also provides reference for improving ESL teaching quality.