The Student as ‘customer’: relationship management in higher education

Research output: Chapter in Book/Report/Conference proceedingOther chapter contributionResearch

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.
LanguageEnglish
Title of host publicationANZMAC 2011
Subtitle of host publicationconference proceedings : Marketing in the age of consumerism : Jekyll or Hyde?
Place of PublicationPerth
PublisherANZMAC2011 Conference
Number of pages1
ISBN (Print)9780646563305
Publication statusPublished - 2011
EventAustralian and New Zealand Marketing Academy Conference (2011) - Perth
Duration: 28 Nov 201130 Nov 2011

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2011)
CityPerth
Period28/11/1130/11/11

Fingerprint

loyalty
customer
management
education
student
determinants
moderator
driver

Keywords

  • student loyalty
  • customer orientation
  • relationship marketing
  • higher education

Cite this

Bowden, J. L. H. (2011). The Student as ‘customer’: relationship management in higher education. In ANZMAC 2011: conference proceedings : Marketing in the age of consumerism : Jekyll or Hyde? Perth: ANZMAC2011 Conference.
Bowden, Jana L. H. / The Student as ‘customer’ : relationship management in higher education. ANZMAC 2011: conference proceedings : Marketing in the age of consumerism : Jekyll or Hyde?. Perth : ANZMAC2011 Conference, 2011.
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Bowden, JLH 2011, The Student as ‘customer’: relationship management in higher education. in ANZMAC 2011: conference proceedings : Marketing in the age of consumerism : Jekyll or Hyde?. ANZMAC2011 Conference, Perth, Australian and New Zealand Marketing Academy Conference (2011), Perth, 28/11/11.

The Student as ‘customer’ : relationship management in higher education. / Bowden, Jana L. H.

ANZMAC 2011: conference proceedings : Marketing in the age of consumerism : Jekyll or Hyde?. Perth : ANZMAC2011 Conference, 2011.

Research output: Chapter in Book/Report/Conference proceedingOther chapter contributionResearch

TY - CHAP

T1 - The Student as ‘customer’

T2 - relationship management in higher education

AU - Bowden, Jana L. H.

PY - 2011

Y1 - 2011

N2 - 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.

AB - 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.

KW - student loyalty

KW - customer orientation

KW - relationship marketing

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M3 - Other chapter contribution

SN - 9780646563305

BT - ANZMAC 2011

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ER -

Bowden JLH. The Student as ‘customer’: relationship management in higher education. In ANZMAC 2011: conference proceedings : Marketing in the age of consumerism : Jekyll or Hyde?. Perth: ANZMAC2011 Conference. 2011