Relationship marketing, long term orientation and customer loyalty in higher education
Recent policy changes, globalization and competition have called for the application of marketing models in the management of the higher educational institutions around the world. This study conceptualizes and empirically validates a model exploring the relationship between key relational constructs...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
MCSER Publishing, Rome-Italy
2015
|
| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/16894/1/11.pdf |
| _version_ | 1825803784457027584 |
|---|---|
| author | Abubakar, Muhammad Mujtaba Mohd Mokhtar, Sany Sanuri |
| author_facet | Abubakar, Muhammad Mujtaba Mohd Mokhtar, Sany Sanuri |
| author_sort | Abubakar, Muhammad Mujtaba |
| collection | UUM |
| description | Recent policy changes, globalization and competition have called for the application of marketing models in the management of the higher educational institutions around the world. This study conceptualizes and empirically validates a model exploring the relationship between key relational constructs and customer loyalty among university students.A sample of 416 Nigerian
university students was taken through multi-stage cluster sampling procedure.Partial Least Squares structural equation modelling was employed to analyse the data.Results suggest that the constructs of bonding, communication and personalization have significant effect on student satisfaction and trust which in turn predict student loyalty.Further, individual student long term orientation has moderating effect on the path between satisfaction and loyalty as against the path between trust and loyalty Theoretical and practical implications of the study were discussed and a conclusion drawn. |
| first_indexed | 2024-07-04T06:03:38Z |
| format | Article |
| id | uum-16894 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T06:03:38Z |
| publishDate | 2015 |
| publisher | MCSER Publishing, Rome-Italy |
| record_format | eprints |
| spelling | uum-168942016-04-12T06:21:50Z https://repo.uum.edu.my/id/eprint/16894/ Relationship marketing, long term orientation and customer loyalty in higher education Abubakar, Muhammad Mujtaba Mohd Mokhtar, Sany Sanuri HD28 Management. Industrial Management Recent policy changes, globalization and competition have called for the application of marketing models in the management of the higher educational institutions around the world. This study conceptualizes and empirically validates a model exploring the relationship between key relational constructs and customer loyalty among university students.A sample of 416 Nigerian university students was taken through multi-stage cluster sampling procedure.Partial Least Squares structural equation modelling was employed to analyse the data.Results suggest that the constructs of bonding, communication and personalization have significant effect on student satisfaction and trust which in turn predict student loyalty.Further, individual student long term orientation has moderating effect on the path between satisfaction and loyalty as against the path between trust and loyalty Theoretical and practical implications of the study were discussed and a conclusion drawn. MCSER Publishing, Rome-Italy 2015-07 Article PeerReviewed application/pdf en cc_by https://repo.uum.edu.my/id/eprint/16894/1/11.pdf Abubakar, Muhammad Mujtaba and Mohd Mokhtar, Sany Sanuri (2015) Relationship marketing, long term orientation and customer loyalty in higher education. Mediterranean Journal of Social Sciences, 6 (4). pp. 466-474. ISSN 2039-9340 http://doi.org/10.5901/mjss.2015.v6n4p466 doi:10.5901/mjss.2015.v6n4p466 doi:10.5901/mjss.2015.v6n4p466 |
| spellingShingle | HD28 Management. Industrial Management Abubakar, Muhammad Mujtaba Mohd Mokhtar, Sany Sanuri Relationship marketing, long term orientation and customer loyalty in higher education |
| title | Relationship marketing, long term orientation and customer loyalty in higher education |
| title_full | Relationship marketing, long term orientation and customer loyalty in higher education |
| title_fullStr | Relationship marketing, long term orientation and customer loyalty in higher education |
| title_full_unstemmed | Relationship marketing, long term orientation and customer loyalty in higher education |
| title_short | Relationship marketing, long term orientation and customer loyalty in higher education |
| title_sort | relationship marketing long term orientation and customer loyalty in higher education |
| topic | HD28 Management. Industrial Management |
| url | https://repo.uum.edu.my/id/eprint/16894/1/11.pdf |
| work_keys_str_mv | AT abubakarmuhammadmujtaba relationshipmarketinglongtermorientationandcustomerloyaltyinhighereducation AT mohdmokhtarsanysanuri relationshipmarketinglongtermorientationandcustomerloyaltyinhighereducation |