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Student Engagement Towards HEIs: Relationship Marketing Perspective

Author

Listed:
  • Zuraidah Zainol
  • Rusliza Yahaya
  • Juliana Osman
  • Monizaihasra Mohamed

Abstract

To effectively retain high quality students, it is critical for the HEIs to provide an excellent customer experience across the student lifecycle. Thus, adopting the relationship marketing perspective, this study extends the Relationship Investment Model in order to identify the determinants student engagement with the institutions. Specifically, this study attempts to examine the effect of satisfaction, dimensions of relationship investment and alternative attractiveness on commitment, and consequently on the student engagement towards HEIs. The findings of this study are expected to reveal the significant predictors of student commitment and consequently on student engagement. The findings may as well provide the foundation that fit the HEIs to design an effective program that will engage the students and consequently ensure their relevance in the competitive educational world.

Suggested Citation

  • Zuraidah Zainol & Rusliza Yahaya & Juliana Osman & Monizaihasra Mohamed, 2017. "Student Engagement Towards HEIs: Relationship Marketing Perspective," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(10), pages 543-555, October.
    • Handle: RePEc:hur:ijarbs:v:7:y:2017:i:10:p:543-555
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    References listed on IDEAS

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    1. Muhammad Tahir Jan & Djihane Ammari, 2016. "Advertising online by educational institutions and students' reaction: a study of Malaysian Universities," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 26(2), pages 168-180, July.
    2. Melodi Guilbault, 2016. "Students as customers in higher education: reframing the debate," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 26(2), pages 132-142, July.
    3. Fernando de Oliveira Santini & Wagner Junior Ladeira & Claudio Hoffmann Sampaio & Gustavo da Silva Costa, 2017. "Student satisfaction in higher education: a meta-analytic study," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(1), pages 1-18, January.
    4. Brodie, Roderick J. & Ilic, Ana & Juric, Biljana & Hollebeek, Linda, 2013. "Consumer engagement in a virtual brand community: An exploratory analysis," Journal of Business Research, Elsevier, vol. 66(1), pages 105-114.
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