Impact of Relational Dynamics on Customer Loyalty in Higher Education Sector: The Moderating Role of Long Term Orientation
Journal Title: International Journal of Management Sciences - Year 2015, Vol 5, Issue 3
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.
Authors and Affiliations
Muhammad Mujtaba Abubakar, Sany Sanuri Mohd Mokhtar
Keywords
Related Articles
- EP ID EP26978
- DOI -
- Views 290
- Downloads 4
A Meticulous Overview on Job Burnout and It’s Effects on Health
During the late 1970s and the early 80s, research scholars and clinical psychiatrists explored a psychological phenomena among the employees doing very challenging jobs of dealing with people were found in situation of...
A Comparative Study on Rural Governance Development between Tanzania and China
The main objective of this paper was to gather information on rural governance and development with a clear focus on Tanzania and China. It attempts to explain political system of the two countries basing on rural gove...
The Evaluation of the Criteria of ERP Selection for Bosnian Companies
Information usage of the companies generated a demand for company-wide integration of databases. ERP systems are developed to increase the flow of information among the units on the companies. There are various ERP sys...
Process Innovation and the Financial Performance of Malaysian Food Processing Company
The impact of innovation on a firm’s performance has attracted significant research interest among scholars and managers. While empirical researches have shown that innovation is a means of improving the competitivenes...
The Role of Employee Suggestion Systems (ESSs) On Organizational Development in the 21st Century
The inability of organizations to survive and sustain their operations due to the sky rocketed competitive environment in the 21st century has called for this paper in order to examine the role suggestion systems play...