Abstract
Increasingly organisations are recognising the value of establishing close relationships with their customers. Despite this, research has not deeply explored how the intangible aspects of relational exchange combine to determine loyalty in the higher education sector. This is in part a result of reluctance within the sector to view students as customers of institutional brands. This research uses a structural equation modelling approach and a sample of 474 students to examine firstly, selected determinants of loyalty within the higher education sector and secondly, the role of relationship strength as a moderator of those determinants. The results indicate that student loyalty was most strongly determined by psychological attachment, and a sense of belonging to the brand. Student satisfaction whilst a contributing determinant, alone was insufficient in generating loyalty. Importantly, whilst relationship strength has been found to determine loyalty in other service contexts, the drivers of loyalty remained the same despite the strength of the relationship that students perceived that they had with their institution.
Original language | English |
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Title of host publication | ANZMAC 2011 |
Subtitle of host publication | conference proceedings : Marketing in the age of consumerism : Jekyll or Hyde? |
Place of Publication | Perth |
Publisher | ANZMAC2011 Conference |
Number of pages | 1 |
ISBN (Print) | 9780646563305 |
Publication status | Published - 2011 |
Event | Australian and New Zealand Marketing Academy Conference (2011) - Perth Duration: 28 Nov 2011 → 30 Nov 2011 |
Conference
Conference | Australian and New Zealand Marketing Academy Conference (2011) |
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City | Perth |
Period | 28/11/11 → 30/11/11 |
Keywords
- student loyalty
- customer orientation
- relationship marketing
- higher education