An integrative model of relationship quality in higher education setting: Evidence from Serbia
The objective of this study is to examine the formation of relationship quality and its consequences in higher education setting. The study draws on extant literature in service businesses and proposes teachers' customer orientation as an antecedent to relationship quality, encompassing trust a...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Economics institute, Belgrade
2019-01-01
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| Series: | Industrija |
| Subjects: | |
| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/0350-0373/2019/0350-03731902043R.pdf |
| _version_ | 1818502744130977792 |
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| author | Rajić Tamara Nikolić Ivan Milošević Isidora |
| author_facet | Rajić Tamara Nikolić Ivan Milošević Isidora |
| author_sort | Rajić Tamara |
| collection | DOAJ |
| description | The objective of this study is to examine the formation of relationship quality and its consequences in higher education setting. The study draws on extant literature in service businesses and proposes teachers' customer orientation as an antecedent to relationship quality, encompassing trust and satisfaction, and relationship continuity and word-of-mouth (WOM) communication as consequences of students' perceptions of relationship quality. Structural equation modelling was applied to analyse survey data collected on a convenience sample of 236 students attending a small public faculty in Serbia. The results show that trust and satisfaction mediate the impact of teachers' customer orientation on relationship continuity and WOM. Both trust and satisfaction emerged as direct positive determinants of WOM, whereas the impact of trust on relationship continuity is mediated via student satisfaction. Implications and limitations of the study are discussed and future research directions are provided. |
| first_indexed | 2024-12-10T21:14:32Z |
| format | Article |
| id | doaj.art-909d9c35125a448da2de82cfc19b6c70 |
| institution | Directory Open Access Journal |
| issn | 0350-0373 2334-8526 |
| language | English |
| last_indexed | 2024-12-10T21:14:32Z |
| publishDate | 2019-01-01 |
| publisher | Economics institute, Belgrade |
| record_format | Article |
| series | Industrija |
| spelling | doaj.art-909d9c35125a448da2de82cfc19b6c702022-12-22T01:33:21ZengEconomics institute, BelgradeIndustrija0350-03732334-85262019-01-0147243590350-03731902043RAn integrative model of relationship quality in higher education setting: Evidence from SerbiaRajić Tamara0https://orcid.org/0000-0002-2797-584XNikolić Ivan1Milošević Isidora2Economics Institute a.d., BelgradeEconomics Institute a.d., BelgradeUniversity of Belgrade, Technical faculty in BorThe objective of this study is to examine the formation of relationship quality and its consequences in higher education setting. The study draws on extant literature in service businesses and proposes teachers' customer orientation as an antecedent to relationship quality, encompassing trust and satisfaction, and relationship continuity and word-of-mouth (WOM) communication as consequences of students' perceptions of relationship quality. Structural equation modelling was applied to analyse survey data collected on a convenience sample of 236 students attending a small public faculty in Serbia. The results show that trust and satisfaction mediate the impact of teachers' customer orientation on relationship continuity and WOM. Both trust and satisfaction emerged as direct positive determinants of WOM, whereas the impact of trust on relationship continuity is mediated via student satisfaction. Implications and limitations of the study are discussed and future research directions are provided.https://scindeks-clanci.ceon.rs/data/pdf/0350-0373/2019/0350-03731902043R.pdfcustomer orientationrelationship qualitysatisfactiontrustrelationship continuityword-of-mouthhigher education |
| spellingShingle | Rajić Tamara Nikolić Ivan Milošević Isidora An integrative model of relationship quality in higher education setting: Evidence from Serbia Industrija customer orientation relationship quality satisfaction trust relationship continuity word-of-mouth higher education |
| title | An integrative model of relationship quality in higher education setting: Evidence from Serbia |
| title_full | An integrative model of relationship quality in higher education setting: Evidence from Serbia |
| title_fullStr | An integrative model of relationship quality in higher education setting: Evidence from Serbia |
| title_full_unstemmed | An integrative model of relationship quality in higher education setting: Evidence from Serbia |
| title_short | An integrative model of relationship quality in higher education setting: Evidence from Serbia |
| title_sort | integrative model of relationship quality in higher education setting evidence from serbia |
| topic | customer orientation relationship quality satisfaction trust relationship continuity word-of-mouth higher education |
| url | https://scindeks-clanci.ceon.rs/data/pdf/0350-0373/2019/0350-03731902043R.pdf |
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