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Customer Experience Management: A Study of Mechanic versus Humanic Clues and Student Loyalty in Nigerian Higher Education Institution

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  • Taiye Tairat Borishade

    (Department of Business Management, Covenant University, Ota P.M.B. 1023, Nigeria)

  • Rowland Worlu

    (Department of Business Management, Covenant University, Ota P.M.B. 1023, Nigeria)

  • Olaleke Oluseye Ogunnaike

    (Department of Business Management, Covenant University, Ota P.M.B. 1023, Nigeria)

  • Deborah Oluwaseun Aka

    (Department of Business Management, Covenant University, Ota P.M.B. 1023, Nigeria)

  • Joy Ifiavor Dirisu

    (Department of Business Management, Covenant University, Ota P.M.B. 1023, Nigeria)

Abstract

This study surveyed customer experience management (CEM) and student’s loyalty in higher education institution (HEI) sector using a private university in Ogun State, Nigeria as a case study. The primary intent of this study was to determine the roles of humanic and mechanic clues on student’s loyalty. The two hypotheses formulated to address the research questions and objectives raised in this study were analysed with Categorical Regression, which is also known as CATREG analysis. This study applied survey research design and the data were spawned via designed questionnaire. An overall of 215 copies of the questionnaires were regained from the student of the private university in Ogun State. Multi-stage sampling methods were engaged in this study. The research findings of this study show that mechanic clues significantly influence students’ retention, while humanic clues significantly influence students’ disposition to endorse the institution of higher education to others. As part of the recommendations of the study, it was suggested that the university management should deliberately focus on mechanic clues in terms of providing a conducive environment, especially one that is clean for its students at all times.

Suggested Citation

  • Taiye Tairat Borishade & Rowland Worlu & Olaleke Oluseye Ogunnaike & Deborah Oluwaseun Aka & Joy Ifiavor Dirisu, 2021. "Customer Experience Management: A Study of Mechanic versus Humanic Clues and Student Loyalty in Nigerian Higher Education Institution," Sustainability, MDPI, vol. 13(12), pages 1-9, June.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:12:p:6563-:d:571462
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    References listed on IDEAS

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    1. Voss, Roediger & Gruber, Thorsten & Szmigin, Isabelle, 2007. "Service quality in higher education: The role of student expectations," Journal of Business Research, Elsevier, vol. 60(9), pages 949-959, September.
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    3. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.
    4. Grewal, Dhruv & Levy, Michael & Kumar, V., 2009. "Customer Experience Management in Retailing: An Organizing Framework," Journal of Retailing, Elsevier, vol. 85(1), pages 1-14.
    5. Bi, Qingqing, 2019. "Cultivating loyal customers through online customer communities: A psychological contract perspective," Journal of Business Research, Elsevier, vol. 103(C), pages 34-44.
    6. Shavitt, Sharon & Barnes, Aaron J., 2020. "Culture and the Consumer Journey," Journal of Retailing, Elsevier, vol. 96(1), pages 40-54.
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    Cited by:

    1. Olaleke Oluseye Ogunnaike & Solomon Agada Agada & Ogheneochuko Salome Ighomereho & Taiye Tairat Borishade, 2022. "Social and Cultural Experiences with Loyalty towards Hotel Services: The Mediating Role of Customer Satisfaction," Sustainability, MDPI, vol. 14(14), pages 1-17, July.
    2. Nwankwo Cosmas Anayochukwu & Kanyangale MacDonald Isaac, 2023. "Customer Experience Management: Analysis of Customer Retention in Restaurants in Anambra State, Nigeria," Marketing of Scientific and Research Organizations, Sciendo, vol. 49(3), pages 1-26, September.

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