Student Satisfaction and School Reputation: The Moderating Role of Student Loyalty and School Image

Nowadays, education services play an important role in Hong Kong's economic growth, such that 93% of Hong Kong's Gross Domestic Product (GDP) was derived from the service sector in 2012.Due to the impact of globalization on higher education, the growth of higher education in Hong Kong has emerged as a business through the support from government and in response to financial needs around the world.As self-financed higher education institutions struggle to maintain their competitiveness, quality and reputation are crucial for distinguishing their competitive edge and superior quality. This research investigated the quality and reputation by studying the moderating effects of student loyalty and school image on the relationship between student satisfaction and school reputation. 297 responses from students in four self-financed higher education institutions, which gave a response rate of 92.81%, were collected. The results found that student loyalty and school image had full moderating influence on the relationship between student satisfaction and school reputation.