The purpose of this research is to examine the relationship between factors leading to student loyalty in open and distance learning universities. Specifically, this research explores the relationship between perceived service quality, perceived e-service quality, and university image as mediators of student loyalty in Open University Malaysia (OUM). Data were collected from 16 OUM learning centres throughout Malaysia. A purposive stratified convenience sampling technique was applied and a sample size of 752 respondents was obtained. The data indicated that perceived service quality has a positive and significant relationship with both university image and student loyalty. Similarly, it was found that perceived e-service quality has a positive significant relationship with both university image and student loyalty. University image acted as a mediator both in the relationship between perceived service quality and student loyalty, and in the relationship between perceived e-service quality and student loyalty.

中文翻译：

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开放和远程学习机构中学生忠诚度的前因：一项实证分析

这项研究的目的是研究开放和远程学习大学中导致学生忠诚度的因素之间的关系。具体而言，本研究探讨了感知的服务质量，感知的电子服务质量和大学形象（马来西亚开放大学（OUM）中学生忠诚的中介者）之间的关系。数据是从整个马来西亚的16个OUM学习中心收集的。采用有目的的分层便利抽样技术，获得了752名受访者的样本量。数据表明，感知的服务质量与大学形象和学生忠诚度之间具有正向和显着的关系。同样，人们发现，感知的电子服务质量与大学形象和学生忠诚度之间存在正相关关系。