Examining the influences of service quality and corporate image on students' loyalty of boarding schools in the UK: A study of Chinese students

The purpose of this study is to explore the impact of service quality and corporate image on students’ loyalty of boarding schools in the UK. Valid responses obtained from Chinese students in British boarding schools (n =300) were analysed using structural equation modelling. The results of the empirical research on Chinese students reveal how students’ loyalty relies on the level of service quality and corporate image. Additionally, corporate image mediates the relationship between service quality and students’ loyalty. Different from previous studies that investigated service quality in the higher education sector, this study extends the extant literature by examining the importance of corporate image on boarding schools. The results also corroborate the applicability of the five dimensions of SERVQUAL model to the boarding school sector.

Reproduced with permission granted by the ICCMI Secretariat