Understanding Business Student Retention During Covid-19: Roles of Service Quality, College Brand, and Academic Satisfaction, and Stress

The Covid-19 pandemic has negatively impacted university students’ mental well-being and, ultimately, their ability to enroll in classes and complete their degrees. Building on the service quality framework, this research aims to address factors that may help universities increase student satisfaction and retention, and reduce student stress and negative word-of-mouth (NWOM). The results from 393 undergraduate students show that service quality and brand reputation positively impact academic satisfaction but negatively impact academic stress. Satisfaction increases students’ intention-to-stay (retention) while it reduces NWOM. Stress reduces satisfaction and students’ intention-to-stay. Results confirm that the Covid-19 pandemic increased academic stress among college students.