Factors Influencing Loyalty to Stay in Student Welfare Dormitory Rajamangala University of Technology Isan Sakon Nakhon Campus
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Abstract
This study aims to: identify the factors influencing loyalty to staying in student welfare dormitories at Rajamangala University of Technology Isan, Sakon Nakhon campus, and examine the direct and indirect influences of these factors on students’ loyalty to remain in the dormitories. The sample comprised 400 students currently studying and residing in the university’s student welfare dormitories. Data were collected using structured questionnaires and analyzed using descriptive statistics percentage, mean, and standard deviation. To assess the relationships among latent and observed variables in a reflective model, the study employed Partial Least Squares Structural Equation Modeling (PLS-SEM) via ADANCO software. Model evaluation included assessment of both outer and inner model criteria. The findings indicate that factors influencing loyalty include satisfaction, service quality, and loyalty itself. Service quality and satisfaction were found to have a direct effect on loyalty, while service quality also exerts an indirect effect on loyalty through satisfaction.
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