Modelling the relationship between higher education service quality, student engagement, attachment, satisfaction, and loyalty: a case of a Malawian public university

ABSTRACT While higher education service quality (HESQ) has emerged as a key determinant of sustainable competitive advantage for universities, its impact on important student outcomes such as student satisfaction, attachment, engagement, and loyalty, remains under-researched. Based on the extant literature, the current study seeks to assess the impact of HESQ on student satisfaction, attachment, engagement, and loyalty. Using a sample of 293 tourism and hospitality students at a Malawian public university, the study employed partial least squares (PLS) structural equation modelling to examine the relationships. Results showed that HESQ positively influences student satisfaction, engagement, and attachment. In turn, school attachment had a positive influence on engagement and satisfaction. In addition, student satisfaction positively influenced student loyalty. The results failed to support the significant impact of engagement on satisfaction and student loyalty, nor of attachment on student loyalty.