An Approach to Higher Insitutions Performance from Relationship Perspective: Quality of the Service Encounter, Identification and Loyalty

The study of relationship management and lifelong learning is a subject of current interest for marketing academics and researchers. But relationship management has not been studied enough in the lifelong learning context (Henning et al., 2001; Helgesen and Nesset, 2007). In light of the fact that relationship management in the lifelong learning context affects the organization performance at the student-university level and, subsequently, at the societal level, we propose a new causal model. Results show that relationship management and constructs such as quality of the student-professor interaction in the service encounter, student loyalty and identification with the university are key variables influencing the university perf ormance.