Indirect Relationship of Service Quality, Students’ Trust, and Students’ Loyalty in Open Flexible Distance Learning Higher Education Institutions

Abstract

Student loyalty in online distance learning higher education institutions is crucial for sustaining enrollment rates, fostering a positive reputation, and ensuring long-term institutional success and financial stability. This study aims to assess indirect relationship of service quality, students’ trust, and students’ loyalty in Open Flexible Distance Learning (OFDL) Higher Education Institutions. This study collected primary data from individuals enrolled in OFDL higher education institutions through a survey instrument with 31 observed variables, including service quality, trust, and loyalty. Using a non-probabilistic snowball sampling method, yielding an 85.1% response rate. After data screening and outlier removal, 5051 questionnaires remained for analysis. Smartpls4 software was utilized for data analysis, chosen for its evaluation capabilities and suitability for multivariate data analysis. All the hypotheses testing results were supported proving that trust was a strong mediator in the relationship between service quality and student loyalty. This study significantly advances the literature on OFDL in higher education by validating established theories in service marketing and customer loyalty, emphasizing the enduring importance of service quality and elucidating the mediator role of trust in a virtual learning environment. For administrators, policymakers, and educators, it underscores the need to prioritize and enhance the quality of online educational services, emphasizing transparent communication and community-building efforts. Practitioners and stakeholders can use the findings to refine marketing strategies, improve faculty training programs, and involve students in decision-making processes, fostering a collaborative educational environment. Suggestions for future research include exploring the dynamics of service quality, trust, and loyalty in diverse cultural contexts, investigating the impact of evolving technologies on service quality perceptions, and conducting longitudinal studies to track students over time.