The mediating role of student satisfaction in the relationship between service quality and loyalty of graduate students of the University of Isfahan

Students are the main customers of the education system in universities and measure the quality of educational services by their expectations and perceptions of the services received; Therefore, now in all scientific centers of the world, students' views on all aspects of educational services provided in higher education institutions are considered as a necessary factor in monitoring the quality of education. Accordingly, this study was conducted with the aim of mediating the role of student satisfaction in the relationship between service quality and student loyalty. The statistical population of this study consists of graduate students of the University of Isfahan, whose number is about 4469 people. To select the sample size using Cochran's formula, a sample of 351 people was selected in a stratified manner appropriate to the volume. To measure the quality of services, Shahverdiani (2010) questionnaire, student loyalty and student satisfaction questionnaire of Zandavanian et al (1397) were used. The reliability of the questionnaire was evaluated by Cronbach's alpha coefficient and its composite reliability and validity were evaluated by construct and content validity. The research hypotheses were analyzed using structural equation modeling technique. The results showed that from five dimensions of service quality, tangible factors, reliability and empathy have a positive and significant effect on student satisfaction, but Responsiveness, Assurance does not have a significant effect on student satisfaction. On the other hand, student satisfaction has a positive and significant effect on student loyalty. The results of mediator role also showed that student satisfaction plays a mediating role in the relationship between tangible and reliability factors and empathy with student loyalty, but student satisfaction does not play a mediating role in the relationship between Responsiveness and Assurance with student loyalty.