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Relationship marketing dynamics and customer loyalty in higher education sector

In response to the challenges facing higher educational institutions, including declining public funding, globalization and stiff competition, this study aims to fill Literature gaps by proposing and validating a customer loyalty model based on relationship marketing for the higher education sector....

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Main Author: Mujtaba, Abu Bakar Muhammad
Format: Thesis
Language:English
English
Published: 2015
Subjects:
HF5415.33 Consumer Behavior.
LB2300 Higher Education
Online Access:http://etd.uum.edu.my/5437/
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spelling my.uum.etd.54372021-04-04T07:57:28Z http://etd.uum.edu.my/5437/ Relationship marketing dynamics and customer loyalty in higher education sector Mujtaba, Abu Bakar Muhammad HF5415.33 Consumer Behavior. LB2300 Higher Education In response to the challenges facing higher educational institutions, including declining public funding, globalization and stiff competition, this study aims to fill Literature gaps by proposing and validating a customer loyalty model based on relationship marketing for the higher education sector. Drawing upon social exchange and social learning theories, this study examines the moderating effect of long term orientation on the link between relationship marketing dynamics and customer loyalty. A total of 416 graduates and undergraduate students of federal universities in Nigeria participated in the study. The results of the partial least squares (PLS) path analysis supported the hypothesized direct and indirect effects of relationship marketing dynamics on customer loyalty. Specifically, relationship marketing dynamics of bonding, communication, and personalization were found to have significant positive relationship with customer satisfaction and trust. The results of the analysis also suggest that customer satisfaction and trust mediate the link between bonding, communication, personalization and customer loyalty. Furthermore, long term orientation moderates the relationship between customer satisfaction and customer loyalty. Specifically, there is more significant positive relationship between customer satisfaction and customer loyalty for individual customers high in long term orientation than for individual customers low in long term orientation. However, no moderating effect of long term orientation was found on the path between trust and customer loyalty. Taken together, the findings of the study lend empirical support to the view that relationship marketing in general, and service personalization in particular, can promote customer loyalty, especially among individual customers high in long term orientation. Hence, knowledge of individual customer long term orientation can assist university administrators in managing their students profile effectively. Theoretical, managerial, and methodological implications are discussed and a conclusion is drawn. 2015 Thesis NonPeerReviewed text en /5437/1/s93940.pdf text en /5437/2/s93940_abstract.pdf Mujtaba, Abu Bakar Muhammad (2015) Relationship marketing dynamics and customer loyalty in higher education sector. PhD. thesis, Universiti Utara Malaysia.
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Electronic Theses
url_provider http://etd.uum.edu.my/
language English
English
topic HF5415.33 Consumer Behavior.
LB2300 Higher Education
spellingShingle HF5415.33 Consumer Behavior.
LB2300 Higher Education
Mujtaba, Abu Bakar Muhammad
Relationship marketing dynamics and customer loyalty in higher education sector
description In response to the challenges facing higher educational institutions, including declining public funding, globalization and stiff competition, this study aims to fill Literature gaps by proposing and validating a customer loyalty model based on relationship marketing for the higher education sector. Drawing upon social exchange and social learning theories, this study examines the moderating effect of long term orientation on the link between relationship marketing dynamics and customer loyalty. A total of 416 graduates and undergraduate students of federal universities in Nigeria participated in the study. The results of the partial least squares (PLS) path analysis supported the hypothesized direct and indirect effects of relationship marketing dynamics on customer loyalty. Specifically, relationship marketing dynamics of bonding, communication, and personalization were found to have significant positive relationship with customer satisfaction and trust. The results of the analysis also suggest that customer satisfaction and trust mediate the link between bonding, communication, personalization and customer loyalty. Furthermore, long term orientation moderates the relationship between customer satisfaction and customer loyalty. Specifically, there is more significant positive relationship between customer satisfaction and customer loyalty for individual customers high in long term orientation than for individual customers low in long term orientation. However, no moderating effect of long term orientation was found on the path between trust and customer loyalty. Taken together, the findings of the study lend empirical support to the view that relationship marketing in general, and service personalization in particular, can promote customer loyalty, especially among individual customers high in long term orientation. Hence, knowledge of individual customer long term orientation can assist university administrators in managing their students profile effectively. Theoretical, managerial, and methodological implications are discussed and a conclusion is drawn.
format Thesis
author Mujtaba, Abu Bakar Muhammad
author_facet Mujtaba, Abu Bakar Muhammad
author_sort Mujtaba, Abu Bakar Muhammad
title Relationship marketing dynamics and customer loyalty in higher education sector
title_short Relationship marketing dynamics and customer loyalty in higher education sector
title_full Relationship marketing dynamics and customer loyalty in higher education sector
title_fullStr Relationship marketing dynamics and customer loyalty in higher education sector
title_full_unstemmed Relationship marketing dynamics and customer loyalty in higher education sector
title_sort relationship marketing dynamics and customer loyalty in higher education sector
publishDate 2015
url http://etd.uum.edu.my/5437/
_version_ 1696978287155216384
score 13.211869

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