IDEAS home Printed from https://ideas.repec.org/a/taf/jmkthe/v18y2007i1p50-78.html
   My bibliography  Save this article

Marketing for Higher Education: A Relationship Marketing Approach

Author

Listed:
  • Øyvind Helgesen

Abstract

Retaining students is becoming increasingly important for institutions offering higher education. Thus, ideas from relationship marketing (RM) should be of great interest to university and college officials entrusted with student enrollment and retention. The RM approach means that great importance is attached to the creation of student value. The value proposition to students should match their needs. The creation of value should be regarded as an ongoing process over the lifetime of the relationship. Student surveys should be carried out and analyzed thoroughly in order to identify key success factors for student value and student loyalty. This study is based on a research model in which loyalty is the ultimate variable. Path coefficients of direct and indirect drivers of loyalty are estimated by way of a structural equation modeling approach, and implications for decision makers and further research are discussed.

Suggested Citation

  • Øyvind Helgesen, 2007. "Marketing for Higher Education: A Relationship Marketing Approach," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 18(1), pages 50-78, November.
    • Handle: RePEc:taf:jmkthe:v:18:y:2007:i:1:p:50-78
    DOI: 10.1080/08841240802100188
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/08841240802100188
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/08841240802100188?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:jmkthe:v:18:y:2007:i:1:p:50-78. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/WMHE20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.