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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
PENG Jie, Punnuch Chaipinchana
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DOI:10.17265/2159-5542/2022.06.009
Payap University, Chiang Mai, Thailand
In recent years, China’s private higher education has developed significantly, and private universities have become one of the “two schools”. However, due to the expansion of the scale of public schools, the limited supply of teachers in private colleges, and the mismatch between the supply and demand of graduate employment, the crisis of students in private colleges and universities has become increasingly serious, and the pressure of survival and competition is increasing. The main purpose of this study is to explore the influence of Guangxi University of Foreign Languages marketing mix and brand awareness on brand loyalty, and to provide recommendations for Guangxi University of Foreign Languages private universities. The researchers will use a quantitative approach to study the effect of two independent variables (marketing mix and brand awareness) on the dependent variable (brand loyalty). A total of 414 questionnaires were distributed to students of Guangxi University of Foreign Languages and analyzed using statistical software SPSS. Perform descriptive statistical analysis to understand the sample of respondents; perform reliability and validity analysis to ensure the reliability and validity of the questionnaire; perform correlation analysis to determine the correlation between independent and dependent variables; and perform regression analysis, to explore the influence and degree of influence of various factors on the brand loyalty of private colleges and universities. Research shows that marketing mix and brand awareness have a significant positive impact on brand loyalty of private universities. Finally, based on the research results, five suggestions are put forward from the perspective of private universities to help private university brands improve customer brand loyalty and their own brand competitiveness.
Guangxi University of Foreign
Language, marketing mix, brand awareness, brand loyalty
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