A Best-Practice Model of University-Students Relationship Development

Abstract

A university-student relationship has been viewed as a key to the success and continuity of private universities. Although keeping students loyal is a critical objective of relationship marketing, there is a limited theoretical and practical knowledge on which antecedents could be used to achieve this aim. The essence of this research is the development of a more comprehensive model of university-student relationship that could reflect a best practice, on the basis of a review of the literature, and the empirical investigation of this model by using a mixed method of qualitative (focus groups) and quantitative (surveys) approach. By sampling students in one private Jordanian university, results reveal that relationship strength and students' satisfaction can impact students' loyalty towards their universities. In addition, three relational bonds (financial, social and structural) can influence students' satisfaction. Finally, the study indicates academic and in-practice implications within the education sector, and suggests some future research guidelines.

The impact of CDIO's dimensions and values on IT Learner's attitude and behavior: A regression model using Partial Least Squares

“…SEM is a set of statistical models, which explains the relationships among multiple variables, and gives a holistic picture of the entire model by showing the connections among the variables [ 20 ]. As one popular approach of SEM; PLS is preferred for a complex theory testing and causal-predictive analysis, especially when small samples are employed [ 20 , 24 ]. Also, PLS can be applied to complex structural equation models with many constructs [ 20 , 24 ].…”

“…As one popular approach of SEM; PLS is preferred for a complex theory testing and causal-predictive analysis, especially when small samples are employed [ 20 , 24 ]. Also, PLS can be applied to complex structural equation models with many constructs [ 20 , 24 ]. Therefore, employing SEM-PLS in this research was considered appropriate to test the proposed research model.…”