World Institute for Engineering and Technology Education (WIETE)
In 2015, there were 41 universities having less than 80% of the average freshmen registration rate in Taiwan. In 2016, it is estimated that the freshman population will be further reduced by 30,000. This indicates universities may have financial difficulty due to student population shrinkage crises. Conducting total quality management (TQM) and enhancing the education quality are the strategies being adopted by many schools to attract students. This research investigates whether TQM strategies, teaching quality, and school brand are conducive to student learning satisfaction and loyalty. The results showed: (1) TQM strategies and teaching quality have significant and positive influence on student learning satisfaction loyalty. (2) Among TQM strategies, student learning satisfaction and loyalty, teaching quality has an intermediary effect. The results of this study can be used as a reference for the recruitment strategy and sustainable management of higher education institutions.
World Transactions for Engineering and Technology Education 15(1), pp.49-56