June 2025 Edition

BRAND IMAGE AND SERVICE QUALITY ON STUDENTS’ LOYALTY IN LAGOS STATE-OWNED UNIVERSITIES

OYENIYI, Omotayo J, BALOGUN, Mustapha T, LAWAL, Ademola I

Abstract

This paper examines the effect of brand image and service quality on student loyalty in Lagos State owned Universities. .This study employed descriptive research to examine the relationship between brand image, and service quality on students' loyalty at Lagos State-Owned Universities. The study population comprised students from Lagos State University and students from Lagos State University of Science and Technology, students from Lagos State University of Education. This study examined the brand image and service quality on students’ loyalty in Lagos State owned Universities. The objective was actualized, and it was revealed that brand image has a significant effect on Students’ loyalty in Lagos State owned Universities. It was also revealed that service quality has a significant positive effect on students’ loyalty in Lagos State Owned Universities.The study employed Linear Regression Analysis to test hypotheses and utilised descriptive statistics, including percentages, tables, and frequencies, to analyse the sample characteristics.

Keywords

Brand, Brand Image, Service quality, Student loyalty, Higher education institutions .

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