The effect of TQM strategy on learning satisfaction and loyalty of students-the mediation effect of teaching quality.

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Title:	The effect of TQM strategy on learning satisfaction and loyalty of students-the mediation effect of teaching quality.
Authors:	Ku-Jun Lin;Hai-Ming Chen;Hsiu-Mei Chen;Yu-Shan Chang
Date:	2016-12
Issue Date:	2018-03-09 12:10:16 (UTC+8)
Abstract:	In 2015, 41 universities had less than 80% of the average freshman registration rate in Taiwan. In 2016, it is estimated that the freshman population will be further reduced by 30,000. This indicates that universities may experience financial difficulties due to the shrinkage of student population. Conducting total quality management (TQM) and enhancing the quality of education 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 and 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.
Relation:	World Transactions on Engineering and Technology Education 15(1), p.49-56
Appears in Collections:	[Graduate Institute & Department of Accounting] Journal Article

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