Student loyalty based on relationship quality: an analysis on higher education institutions | Zendy

Fábio Vinícius de Macedo Bergamo | Zendy; Antonio Giuliani | Zendy; Silvia Camargo | Zendy; Felipe Zambaldi | Zendy; Mateus Canniatti Ponchio | Zendy

AI Assistant Blog Pricing

Home ZAIA Blog

Open Access

Student loyalty based on relationship quality: an analysis on higher education institutions

Author(s) -

Fábio Vinícius de Macedo Bergamo,

Antonio Giuliani,

Silvia Camargo,

Felipe Zambaldi,

Mateus Canniatti Ponchio

Publication year - 2012

Publication title -

brazilian business review

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.176

H-Index - 4

ISSN - 1808-2386

DOI - 10.15728/bbr.2012.9.2.2

Subject(s) - loyalty , loyalty business model , marketing , higher education , quality (philosophy) , customer satisfaction , business , reading (process) , customer retention , regression analysis , relationship marketing , psychology , public relations , political science , service quality , marketing management , computer science , philosophy , epistemology , machine learning , law , service (business)

The purpose of this research is to verify how loyal students are to higher education institutions. According to this research, it was noticed that relationship marketing is critical to create and maintain a relationship between institutions and students, such relationship being developed towards customer retention and loyalty. The survey involved 352 students reading Business Administration at three institutions in the State of Sao Paulo. Data was analyzed through Multiple Linear Regression Analysis. The results showed that student-customers are prone to being loyal to their higher education institutions. The constructs behind student-customer loyalty are: Perceived Quality, Satisfaction, Emotional Behavior and Trust, responsible for 46% of data variability. From these results, many academic and management implications were discussed, showing that student-customer loyalty is an important strategic goal to be pursued by such companies.

The content you want is available to Zendy users.

Already have an account? Click here to sign in.

Having issues? You can contact us here

Accelerating Research