THE INFLUENCE OF TRUST, SERVICE QUALITY, AND UNIVERSITY IMAGE TOWARD UNDERGRADUATE STUDENTS’ LOYALTY IN CHINA

Abstract

Accredited degrees represent knowledge, information, and intelligence. As institutions compete for students, quality of service and reputation are becoming more important. Quality helps universities compete in crowded markets. University image affects student loyalty and retention. A university can base its work system and services on studies of service quality and trust. Trust's role in social progress Trust between people boosts economic growth, social cohesion, and well-being, according to research. Trust is a measure of a party's honesty, fairness, or friendliness. Service quality influences college enrollment. Scholars need motivation and cognitive skills to succeed, and they rely largely on educational services. Self-directed learning works best. International college students' views of the following factors may indicate educational quality: QU needs better service to compete in higher education. Qatar linked high-quality corporate services to higher education. If it enhances its education services, QU may attract overseas students. Imagery affects student happiness most. Alumni determine a university's reputation. To compete, universities must prioritize reputation. Mutually beneficial collaborations are most hindered by customer mistrust. The university's image most affects student happiness. Alumni determine a university's reputation. Loyalty is evaluated by repeat guests and those who use the hotel's unique offerings. Service quality improvement includes improving student loyalty. Customer satisfaction doesn't guarantee loyalty. There have been a number of studies conducted in the field of business on subjects such as customer loyalty and student happiness. Very few people have actually made an effort to investigate this link when they were in school. The components from the pictures that have been presented so far can be utilized to build a conceptual framework for study that illustrates the connection between those components. It can also be applied to university growth, both in marketing and in order to establish an image based on the connection of trust in service in order to increase loyalty.