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Customer satisfaction and customer loyalty are widely accepted as critical factors in the long-term success of any business that aims at positive word of mouth by customers and attracting them back for further business relationships. This paper deals with student satisfaction and student loyalty in higher education (HE). More specifically, this preliminary study aims at identifying the drivers which have the greatest influence not only on student attraction, but also on student retention and it also evaluates the relationships between satisfaction and loyalty in the course of time. Research data were obtained from 150 undergraduate business students from Prague’s University of Economics’ Faculty of Management, Czech Republic. The outcome of the further research will be a knowledge-based model describing the behaviour of students when changing the individual parameters adjustable by the HE institution’s management. The study will help HE institutions’ managers to better understand the wants and needs of their customers in order to meet their

Customer Satisfaction and Loyalty in Higher Education - A Case Study over a Five-Year Academic Experience