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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...

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Main Authors: Abubakar, Muhammad Mujtaba, Mohd Mokhtar, Sany Sanuri
Format: Article
Language:English
Published: MCSER Publishing, Rome-Italy 2015
Subjects:
HD28 Management. Industrial Management
Online Access:http://repo.uum.edu.my/16894/1/11.pdf
http://repo.uum.edu.my/16894/
http://doi.org/10.5901/mjss.2015.v6n4p466
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spelling my.uum.repo.168942016-04-12T06:21:50Z http://repo.uum.edu.my/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 http://repo.uum.edu.my/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
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
language English
topic HD28 Management. Industrial Management
spellingShingle HD28 Management. Industrial Management
Abubakar, Muhammad Mujtaba
Mohd Mokhtar, Sany Sanuri
Relationship marketing, long term orientation and customer loyalty in higher education
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.
format Article
author Abubakar, Muhammad Mujtaba
Mohd Mokhtar, Sany Sanuri
author_facet Abubakar, Muhammad Mujtaba
Mohd Mokhtar, Sany Sanuri
author_sort Abubakar, Muhammad Mujtaba
title 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_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_sort relationship marketing, long term orientation and customer loyalty in higher education
publisher MCSER Publishing, Rome-Italy
publishDate 2015
url http://repo.uum.edu.my/16894/1/11.pdf
http://repo.uum.edu.my/16894/
http://doi.org/10.5901/mjss.2015.v6n4p466
_version_ 1644282086046040064
score 13.211869

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