Dataset_Enhancing Student Loyalty

This study examines how perceived service quality (PSQ), technological innovation (TIN), and career prospects (CAP) shape student loyalty (LOY) in higher education, with relationship quality (RQ) as a mediating mechanism. Grounded in relationship marketing theory and total quality management (TQM), the research addresses a gap concerning forward-looking drivers of loyalty in emerging educational contexts. A survey of 581 Vietnamese university students was analysed using structural equation modelling. The findings reveal that PSQ, TIN, and CAP all have significant direct and indirect effects on LOY via RQ. Among these, PSQ exerts the strongest overall influence, while CAP contributes notably through employability perceptions. RQ - comprising trust, satisfaction, and commitment - plays a central mediating role in loyalty formation