The antecedents of student loyalty in online programs

Abstract

2011),"Relationships among customer loyalty programs, service quality, relationship quality and loyalty: An empirical study", Chinese Management Studies, Vol. 5 Iss 2 pp. 194-206 http://dx.If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -In this paper, a model of student loyalty with graduate online programs utilizing relationship marketing theory elements was developed. The relationships between service quality, commitment and satisfaction, reputation and ultimately loyalty were explored. The purpose of this paper is to investigate the relationships between factors that may lead to customer loyalty in online educational organizations. Design/methodology/approach -Case study/quantitative methods were used. Findings -This research assessed customer loyalty intentions by examining the service quality, commitment, satisfaction, and reputation of online students in master's level online programs. Originality value -The relationship between service quality, commitment, satisfaction, reputation, and loyalty have not been adequately investigated in online master's programs.

Relationship Marketing in Tertiary Education: Empirical Study of Relationship Commitment and Student Loyalty in Hong Kong

“…Loyal students can positively influence education quality of the educational institutions through their active participation (Perin et al, 2012). With loyal students, educational institutions have the ability to attract new students and retain existing students (Dehghan et al, 2014). In this study, loyalty is characterized as repurchase intention, and based on the aforesaid literature, the sixth hypothesis is formulated:…”

“…Students are regarded as customers (Hennig-Thurau et al, 2001;Brown and Mazzarol, 2009). Building and maintaining student loyalty are similar to customer loyalty, both of which are the essence of marketing (Gulid 2011;Dehghan et al, 2014). Loyalty is a key element in tertiary educational institutions that brings success in a competitive market (Chen, 2016).…”

“…Tinto (1975Tinto ( , 1993, Hennig-Thurau andKlee (1997), andHennig-Thurau et al (2001) suggested that student loyalty is directly affected by perceived service quality and emotional commitment and the antecedents of emotional commitment are academic integration and commitment to non-educational institution activities. Student satisfaction with the programme is a key factor for enhancing student loyalty (Dehghan et al, 2014). Student satisfaction that builds loyalty is also shaped by emotional factors, and institutional image is an important construct for tertiaty students (Brown and Mazzarol 2009;Mihaela, 2012;Schlesinger et al, 2016).…”

“…As gaining new students is more costly than maintaining current students, student retention helps educational institutions in their cost reduction (Reichheld, 1996;Akarapanich, 2006;Dehghan, 2014).…”

“…Students' commitment and active participation influence teaching quality (Rodie and Kleine, 2000). With loyal students, educational institutions have the ability to attract new students and retain existing students (Dehghan, 2014).…”