Different levels of loyalty towards the higher education service: evidence from a small university in Spain
| Autor: | Teresa Fayos-Gardó, David Servera-Francés, Martina G. Gallarza, Francisco Arteaga-Moreno, Elena Floristán-Imizcoz |
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| Rok vydání: | 2020 |
| Předmět: |
Service (business)
Higher education business.industry media_common.quotation_subject 05 social sciences 050301 education Word of mouth General Business Management and Accounting Education Loyalty business model Consumidors Conducta Empirical research 0502 economics and business Loyalty ComputingMilieux_COMPUTERSANDEDUCATION Customer satisfaction Ensenyament universitari Marketing business Psychology 0503 education 050203 business & management Consumer behaviour media_common |
| Zdroj: | González-Gallarza Granizo, Martina Fayos Gardó, Teresa Arteaga Moreno, Francisco Servera Francés, David Floristán Imizcoz, Elena 2020 Different levels of loyalty towards the higher education service: evidence from a small university in Spain International Journal of Management in Education 14 1 36 48 RODERIC: Repositorio Institucional de la Universitat de Valéncia instname RODERIC. Repositorio Institucional de la Universitat de Valéncia |
| Popis: | Higher Education Institutions (HEIs) operate in a competitive environment in which the universities must address issues of customer satisfaction and loyalty. This process requires that educational institutions carefully analyse the key factors contributing to student loyalty in all its dimensions and develop strategies accordingly. Customer loyalty is a consistent commitment deeply held by customers to re-purchasing and/or recommending the product or service. This paper aims at understanding the different levels of student loyalty towards HEIs through an empirical study run with 705 graduate students from a small University. According to the students' personal and situational characteristics (age and choice of degree course), we expect significant differences in the level of loyalty. We may also draw conclusions about the management of HEIs in terms of positive word of mouth among students. |
| Databáze: | OpenAIRE |
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