service marketing mix, attitudinal loyalty, behavioral loyalty, Srinakharinwirot University
This research aims to study mixed factors of service marketing affecting student loyalty toward the business administration curriculum at the masters degree level at Srinakharinwirot University. It also examines the relationship between student satisfaction and loyalty in the MBA program. The results show that service marketing mixed factors have influenced student satisfaction in the MBA curriculum by approximately 39.4 percent. The product and service aspect is the most important factor in predicting student satisfaction. Furthermore, the service marketing mix has influenced student attitudinal loyalty toward the MBA curriculum by about 26.7 percent, while the service-marketing mix has influenced student behavioral loyalty by nearly 40.5 percent. Student satisfaction has rather a low positive relation to attitudinal loyalty at the 0.01 level of statistical significance. Student satisfaction has a moderately positive relation to behavioral loyalty at the statistical significance level of 0.01.