The effect of perceived teaching quality and student satisfaction on student loyalty: A case of Düzce University

Universities not only benefit their students by providing educational services within their bodies, they also play a critical role in the development and welfare of a country. With the increasing demand for higher education, the number of universities, including the state and foundations, has increased and the choice of students has been diversified. Universities try to take part in the preferences of new students and also try to satisfy their existing students and make them prefer the same universities again in advanced levels. In order to achieve this, the higher education institution needs to differentiate itself from competing universities and should give importance to the quality of education and student demands. The main purpose of the study is to determine the effect of perceived teaching quality and student satisfaction on student loyalty. Data were collected from 567 associate and undergraduate students studying at Düzce University by using stratified sampling technique. In the study, confirmatory factor analysis was performed to confirm the scales. Correlation and multiple linear regression analyzes were performed to determine the relationships between the variables and to test the significance of the relationships. According to the findings of the study, student loyalty has two precursors: student satisfaction and perceived quality of learning. Futhermore, student satisfaction is a partial mediating variable in predicting student loyalty, and perceived teaching quality and student satisfaction have a significant impact on student loyalty. Keywords: Perceived Teaching Quality, Student Satisfaction, Student Loyalty, Düzce University, Analysis of Mediating Impact