Impact of Service Quality, Satisfaction and Corporate Image on Loyalty: A Study of a Publicly Traded for-Profit University

This study aims at investigating whether the dimensions “service quality,” “satisfaction” and “corporate image” have a positive effect on the loyalty of students of a publicly traded for-profit university (PTFPU). The research was conducted at a university in the state of Rio de Janeiro, by application of a survey using a structured questionnaire with five Likert-type response options. The data were treated with structural equation modeling, based on partial least squares. The results indicate that service quality, student satisfaction and corporate image have a positive impact on the loyalty of the target PTFPU’s students.