Images, Satisfaction and Antecedents: Drivers of Student Loyalty? A Case Study of a Norwegian University College

Helgesen, Øyvind; Nesset, Erik

doi:10.1057/palgrave.crr.1550037

Cited by 266 publications

(347 citation statements)

References 62 publications

(77 reference statements)

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“…These results support prior findings within the higher education sector. For example, satisfaction has been found to positively influence loyalty, resulting in positive recommendation and continuation of the student-university relationship (Hennig-Thurau et al 2001;Shah 2009;Helgesen & Nesset 2007). Satisfaction was also found to be positively and directly related to trust and affective commitment.…”

Section: Discussionmentioning

confidence: 91%

“…A number of important determinants of student loyalty have been identified in prior research. Helgesen and Nesset (2007) for example, found that service quality, and social interaction, campus climate and the providers reputation positively influenced students' satisfaction with the institution. Similarly, Hennig-Thurau et.…”

Section: The Nature Of Student Loyaltymentioning

confidence: 99%

“…These findings imply that a customer's desire to form a relationship with the service provider has an important role in relational development and subsequently loyalty. The quality of the relational exchange may therefore be central to the development of student retention (Helgesen & Nesset 2007).…”

Section: The Initiating Role Of Relationship Appealmentioning

confidence: 99%

“…14; positive reinforcement of satisfying experiences leads to the formation of emotional bonds which constitute a form of affective commitment (Johnson et al, 2001). Lastly, student satisfaction has been found to positively influence student loyalty through positive recommendation (Mavondo, Tsarneko & Gabbott, 2004;Hennig-Thurau et al 2001;Al-Alak 2007), increased revenue and reduced costs for educational institutions (Shah 2009), and continued education (Helgesen & Nesset 2007 …”

Section: Student Satisfaction As a Driver Of Trust Commitment And Lomentioning

confidence: 99%

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An Appealing Connection–The Role of Relationship Marketing in the Attraction and Retention of Students in an Australian Tertiary Context

Moore¹,

Bowden²

2012

ASS

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The higher education sector is increasingly facing competition from tertiary providers at both a domestic and international level. This has led to a range of ever more complex challenges with regard to the attraction, maintenance and retention of the student base. There is an important need therefore to understand the factors which contribute to positive perceptions of tertiary services and the way in which these affect the student experience and drive student retention. The improvement of retention rates through the formation of meaningful and long-term relationships with students is subsequently of high importance. This research explores students' perceptions of the relationship that they enter into with their chosen tertiary institution and the effect that this has on the development of student loyalty. In particular this research examines the salience of relationship appeal, satisfaction, affective commitment and trust on student loyalty. A structural equation modelling approach was adopted using a sample of 426 first year undergraduate students of a large Australian metropolitan university. Importantly, next to satisfaction, relationship appeal was found to be the second strongest determinant of student loyalty. This was then followed by affective commitment. Interestingly trust did not influence relationship development. Conclusions, implications and opportunities for future research are presented. From a managerial perspective, it is expected that uncovering first year students' perceptions of the student-institution relationship will enable higher education institutions to develop more targeted relationship marketing programs and increase student retention.

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Section: Discussionmentioning

confidence: 91%

Section: The Nature Of Student Loyaltymentioning

confidence: 99%

Section: The Initiating Role Of Relationship Appealmentioning

confidence: 99%

Section: Student Satisfaction As a Driver Of Trust Commitment And Lomentioning

confidence: 99%

See 2 more Smart Citations

An Appealing Connection–The Role of Relationship Marketing in the Attraction and Retention of Students in an Australian Tertiary Context

Moore¹,

Bowden²

2012

ASS

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“…In contrast, another set of authors consider that students can be regarded as a resource for university institutions and in turn, must also be considered as users in different contexts such as: in the application of EFQM models, the study of total quality management, perceived social responsibility, marketing, measurement of satisfaction and identification of customers, among others (Downey et al, 1994;Melle, 2003;Pitman, 2000;Modell, 2005;Helgesen, 2006;Helgessen and Nesset, 2007a;2007b).…”

Section: Introductionmentioning

confidence: 99%

La percepción del servicio de calidad en estudios de posgrado: una perspectiva integrada en el programa IMBA

Simó

Manzano

Taulet

2011

attic

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ResumenEste trabajo propone un sistema de evaluación integral de la calidad del servicio en el International Master in Business Administration (iMBA) de la Universitat de València (UV), España. Partiendo del sistema actual para la medición de la calidad de servicio y considerando a los estudiantes como stakeholders en la universidad en el contexto de marketing relacional, la presente propuesta desarrolla un proceso para la evaluación de la calidad de servicio donde el estudiante es quien diseña el instrumento de medida desde una perspectiva integral del servicio que recibe. Los resultados sugieren que los estudiantes perciben la experiencia del servicio como concepto multidimensional, abarcando no sólo la experiencia académica, sino también la calidad de las instalaciones, organización y coordinación del programa.Palabras clave: calidad del servicio, postgrado, innovación, internacional | DOCENTIC Resum Aquest treball proposa un sistema d'avaluació integral de la qualitat del servei a l'International Master in Business Administration (iMBA) de la Universitat de València (UV), Espanya. Partint del sistema actual per al mesurament de la qualitat de servei i considerant els estudiants com stakeholders a la universitat en el context de màrqueting relacional, la present proposta desenvolupa un procés per a l'avaluació de la qualitat de servei on l'estudiant és qui dissenya l'instrument de mesura des d'una perspectiva integral del servei que rep. Els resultats suggereixen que els estudiants perceben l'experiència del servei com a concepte multidimensional, abastant no només l'experiència acadèmica, sinó també la qualitat de les instal.lacions, organització i coordinació del programa.Paraules clau: qualitat del servei, postgrau, innovació, internacional Abstract This work proposes a comprehensive evaluation system for service quality in the International Master in Business Administration (iMBA) at Universitat de València (UV), Spain. Going further than the current system for measuring service quality and considering students as stakeholders in the university in the context of relationship marketing, this present experience develops a process for evaluating service quality where the student designs the measurement instrument itself from an integral vision of the service s/he receives. The results suggest that students perceive the service experience as a multidimensional concept covering not only the academic experience, but also the quality of the facilities and program organisation and coordination.

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An Empirical Study of Critical Factors Relating to Higher Education Students’ Loyalty in Thailand

Kaewrattanapat

Wannapiroon

Piriyasurawong

et al. 2020

Advances in Intelligent Systems and Computing

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Images, Satisfaction and Antecedents: Drivers of Student Loyalty? A Case Study of a Norwegian University College

Abstract: Even if images and allied constructs, especially identity and reputation, have received considerable attention in recent years

Cited by 266 publications

References 62 publications

An Appealing Connection–The Role of Relationship Marketing in the Attraction and Retention of Students in an Australian Tertiary Context

An Appealing Connection–The Role of Relationship Marketing in the Attraction and Retention of Students in an Australian Tertiary Context

La percepción del servicio de calidad en estudios de posgrado: una perspectiva integrada en el programa IMBA

An Empirical Study of Critical Factors Relating to Higher Education Students’ Loyalty in Thailand

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