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Impact of Relational Dynamics on Customer Loyalty in Higher Education Sector: The Moderating Role of Long Term Orientation

Author

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  • Muhammad Mujtaba Abubakar
  • Sany Sanuri Mohd Mokhtar

Abstract

Recent development in the higher education sector warrants that business marketing tools be employed to make academic institutions efficient and competitive. In this study, a model of the impact of relational dynamics on customer loyalty is proposed and empirically validated in an attempt to fill literature gaps. A sample of 416 Nigerian university students, derived based on a multi-stage cluster sampling, participated in the survey which was analyzed using PLS structural equation modelling. Findings suggest that relational dynamics of bonding, personalization, customer satisfaction and trust have significant positive impact on customer loyalty. Further, long term orientation at the level of individual customer moderates the relationship between satisfaction and customer loyalty. Hence, applying a relationship marketing approach in the management higher educational institutions enhances institutional performance.

Suggested Citation

  • Muhammad Mujtaba Abubakar & Sany Sanuri Mohd Mokhtar, 2015. "Impact of Relational Dynamics on Customer Loyalty in Higher Education Sector: The Moderating Role of Long Term Orientation," International Journal of Management Sciences, Research Academy of Social Sciences, vol. 5(3), pages 196-205.
    • Handle: RePEc:rss:jnljms:v5i3p2
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    Cited by:

    1. Valery Y. Yao, 2016. "Investigating Consumption-Related Emotions Elicited by Selected Dairy Products Using Product Emotion Measurement," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(1), pages 86-97, February.

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