Abstract
This research paper aims to explain the
factors that impact undergraduate students' satisfaction and loyalty in Gocheck
system. The conceptual framework was developed based on previous three
theoretical models, and derived with seven variables for the study namely, image,
perceived valve, perceived quality, service quality, satisfaction, trust, and
loyalty. The
research has applied quantitative approach in data collection and analysis by
distributing questionnaires to undergraduate students of three majors who are
currently using Gocheck system at Yunnan Normal University, China (n=500).
Multistage sampling techniques of judgmental sampling, stratified sampling and
convenience sampling were used for data collection. The collected data were
analyzed using the Structural Equation Model (SEM) and Confirmatory Factor
Analysis (CFA) to confirm model fit, reliability, and validity of the
constructs, and test the research hypotheses proposed. The results
explicated that undergraduates' loyalty in Gocheck system was formulated from
their satisfaction, which the direct antecedents of satisfaction were trust and
perceived value, and indirectly affect by perceived quality. Image, perceived
quality, and service quality has lack of direct significant effect on
satisfaction. Therefore, the higher education institutions, system developers
and marketing practitioners were advised to strengthen and promote the system
performance, features, and functionalities in order to demonstrate the trust in
the system and the advantages from services offered. This could help students by ensuring academic integrity in
their scholarly works and foster their satisfaction and repetitive usage in
Gocheck system.
Keywords:
Satisfaction, Loyalty, Undergraduate, Gocheck system