The Role of Institutional Image in Enhancing Student Loyalty An Applied Study at the College of Medical and Health Technology

Abstract

This study aimed to examine the role of institutional image in enhancing student loyalty at the College of Medical and Health Technology – Bab Al-Muadham. The study adopted a descriptive-analytical approach, and data were collected from a sample of 248 students using a questionnaire consisting of 30 items. Institutional image was measured through five dimensions: academic reputation, credibility and trust, social standing, quality of educational services, and professional reputation. Student loyalty was assessed through intention to continue, recommendation, and affective commitment. The results revealed a strong positive and statistically significant correlation between institutional image and student loyalty. Regression analysis further indicated that institutional image explains a substantial proportion of the variance in student loyalty. The findings confirm that strengthening institutional image represents a strategic approach to enhancing student loyalty in higher education institutions