Title: The impact of student engagement on student loyalty and commitment

Authors: Seong-Won Eum

Addresses: Department of International Marketing, Busan University of Foreign Studies, 65, Geumsaem-ro, 485beon-gil, Geumjeong-gu, Busan, South Korea

Abstract: The changing higher education in Korea due to the declining college-age population and movement of students to different universities within Korea and abroad has driven studies on student loyalty in Korea. This study examines whether student engagement has a positive effect on student commitment and loyalty. Data was drawn from the National Assessment of Student Engagement in Learning (NASEL) survey responses of 342 undergraduate students in Korea. We created a measurement and structural model using Smart PLS 3.0. The findings of this study suggest that student engagement has a direct effect on loyalty and commitment. This finding supports the notion that engagement is an important factor that drives student loyalty and commitment. To enhance student loyalty, higher education institutions should recognise the value of making academics more challenging, encouraging learning with peers and experiences with faculty, and improving the campus environment.

Keywords: student engagement; student commitment; student loyalty; NASEL; student retention.

DOI: 10.1504/IJSOM.2023.134815

International Journal of Services and Operations Management, 2023 Vol.46 No.3, pp.375 - 392

Received: 08 Feb 2021
Accepted: 30 Jun 2021
Published online: 13 Nov 2023 *

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