Differences in student loyalty factors by university level in Japan

Abstract

This study comprehensively evaluated the impact of factors influencing student loyalty based on university level, targeting universities in Japan's metropolitan area. Soft factors included lectures (both offline/online), seminars, and administrative services; and hard factors included the campus (urban/vast and filled with nature) and facilities. Structural equation modeling was applied to data from an online survey of 338 individuals. The results indicated a strong need for online lectures across all university levels. In high-level universities, enhancing the learning environment was also a top priority. Conversely, low- and medium-level universities need to emphasize administrative services and urban campuses.