Factors affecting loyalty to student support services: a study of dormitory service quality at a university in Vietnam

The research objective is to determine the relationship between service quality and student satisfaction and loyalty to the Dormitory of Nam Can Tho University. The research uses a combination of qualitative and quantitative research methods. The research model is built to include service quality (reliability, responsiveness, tangibles, assurance, empathy), perceived price, and satisfaction, all affecting student loyalty. Using a non-probability convenience sampling method, the survey was conducted through Google Forms to collect data on students staying at the Dormitory of Nam Can Tho University. The results of the survey data analysis with 220 students were carried out through the steps of assessing the scale's reliability using Cronbach's Alpha, evaluating the Measurement Model and the Structural Equation Model. The analysis results determined that all three independent factors with decreasing impact levels affect student loyalty. Service quality and perceived price affect satisfaction. At the same time, satisfaction and service quality impact student loyalty. Based on the research, solutions are proposed to improve student loyalty.