Effects of student-teacher relationship quality on university brand attachment, student satisfaction and loyalty

Abstract

The relationship quality between students and teachers is becoming more and more important, this is due to the recent development of higher education. Developing student-teacher relationships will help students achieve better academic results, building a good relationship between students and the university. However, research on this topic is still relatively new in Vietnam. The purpose of this study examines the impact of student-teacher relationship quality on brand attachment, student satisfaction, and loyalty. The study design consisted of qualitative and quantitative research, and a cross-sectional sample of 396 university students was used to test the research hypotheses. Findings show that the relationship quality between student and teacher is measured by many different components, which have a positive effect on brand attachment, and brand attachment has a positive impact on student satisfaction but does not affect student loyalty.