The mediating effect of the perceived effectiveness of COVID-19 measures on the international student satisfaction and loyalty relationship

International student satisfaction is a widely studied phenomenon in higher education marketing, much like loyalty. However, there is a gap in the literature regarding how the perceived effectiveness of COVID-19 measures influences the international student satisfaction and loyalty relationship. This article addresses this gap by examining how these measures affect international student satisfaction and loyalty. This research involved international students and utilized a quantitative approach of PLS SEM path analysis. Results reveal a significant moderating effect of COVID-19 pandemic measures’ perceived effectiveness on the international student satisfaction and loyalty relationship. The attitude of academic staff was found to affect satisfaction stronger than tangible elements. Satisfaction influenced the perceived effectiveness of COVID-19 measures, and the latter affected loyalty. These findings can be used for higher education management and practitioners to enhance service affordances and provide quality education services to international students under extreme circumstances.