Influence Of Service Quality On Customer Loyalty Of Generation Z Students At Private Universities In Thailand

Abstract

This article aimed 1) to study the causal factors affecting trust and behaviour, satisfaction, customer loyalty of generation Z students at private universities in Thailand, 2) to study the influence of causal factors of trust affecting behaviour, satisfaction, customer loyalty of generation Z students at private universities in Thailand, and 3) to develop a model of the causal factors of trust affecting behaviour, satisfaction, customer loyalty of generation Z students at private universities in Thailand. A researcher collected data from online questionnaires with generation Z students, from May 2024 to July 2024 by collecting a sample of 480 people. The results of the analysis concluded that service quality affected trust, service quality affected behaviour, service quality affected satisfaction, service quality affected customer loyalty, trust affected satisfaction, behaviour affected customer loyalty, and satisfaction affected customer loyalty. Academically, the study employs a robust theoretical framework, incorporating established theories like SERVQUAL and customer loyalty theory, which are meticulously adapted to the Thai context. Furthermore, rigorous research methods and in-depth data analysis ensure the academic soundness of the findings, paving the way for utilization as a foundation for future studies in this area.