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Student loyalty based on relationship quality: an analysis on higher

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Author Info

  • Fábio Vinicius de Macedo Bergamo

    (Adventist School of Bahia)

  • Antonio Carlos Giuliani

    (Methodist University of Piracicaba - UNIMEP)

  • Silvia Helena Carvalho Ramos Valladao de Camargo

    (Methodist University of Piracicaba - UNIMEP)

  • Felipe Zambaldi

    (Getúlio Vargas Foudation - FGV/EAESP)

  • Mateus Canniatti Ponchio

    (School of Adversing and Marketing – ESPM)

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    Abstract

    The purpose of this research is to verify how loyal students are to higher education institutions. According to this research, it was noticed that relationship marketing is critical to create and maintain a relationship between institutions and students, such relationship being developed towards customer retention and loyalty. The survey involved 352 students reading Business Administration at three institutions in the State of São Paulo. Data was analyzed through Multiple Linear Regression Analysis. The results showed that student-customers are prone to being loyal to their higher education institutions. The constructs behind student-customer loyalty are: Perceived Quality, Satisfaction, Emotional Behavior and Trust, responsible for 46% of data variability. From these results, many academic and management implications were discussed, showing that student-customer loyalty is an important strategic goal to be pursued by such companies.

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    File URL: http://www.bbronline.com.br/public/edicoes/9_2/artigos/hdtldyhvaa1962012154430.pdf
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    Bibliographic Info

    Article provided by Fucape Business School in its journal Brazilian Business Review.

    Volume (Year): 9 (2012)
    Issue (Month): 2 (April)
    Pages: 26-46

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    Handle: RePEc:bbz:fcpbbr:v:9:y:2012:i:2:p:26-46

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    Postal: Fucape Business School Brazilian Business Review Av. Fernando Ferrari, 1358, Boa Vista CEP 29075-505 Vitória-ES
    Phone: +55 27 4009-4423
    Fax: +55 27 4009-4422
    Web page: http://www.bbronline.com.br/
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    Related research

    Keywords: Relationship marketing; loyalty; retention; higher education;

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    1. Sheth, Jagdish N. & Parvatiyar, Atul, 1995. "The evolution of relationship marketing," International Business Review, Elsevier, vol. 4(4), pages 397-418.
    2. James Wetzel & Dennis O’Toole & Steven Peterson, 1999. "Factors affecting student retention probabilities: A case study," Journal of Economics and Finance, Springer, vol. 23(1), pages 45-55, March.
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