IDEAS home Printed from
MyIDEAS: Login to save this article or follow this journal

Student loyalty based on relationship quality: an analysis on higher

  • 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)

Registered author(s):

    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.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL:
    File Function: Full text
    Download Restriction: no

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

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

    in new window

    Handle: RePEc:bbz:fcpbbr:v:9:y:2012:i:2:p:26-46
    Contact details of provider: 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:

    More information through EDIRC

    References listed on IDEAS
    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:

    as in new window
    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.
    Full references (including those not matched with items on IDEAS)

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:bbz:fcpbbr:v:9:y:2012:i:2:p:26-46. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Sarah Lasso)

    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.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with 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 profile, as there may be some citations waiting for confirmation.

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

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.