IDEAS home Printed from https://ideas.repec.org/a/lrc/larjob/v1y2016i2p1-7.html
   My bibliography  Save this article

Identifying the Drivers of Student Retention: A Service Marketing Approach

Author

Listed:
  • Amy Rummel, Ph.D.

    (Professor of Marketing, Alfred University.)

  • Maeghen L. MacDonald

    (Penn State University.)

Abstract

Examination of Higher Education literature concerning student retention reveals a variety of influences from student satisfaction, professors’ engagement and/or approachability with students. However, as with most complex issues there appears to be multiple causes for student disengagement. This paper presents a “service marketing” approach to understanding student retention. If a university system is couched in terms of multiple, interactive service encounters, are there interactions which take place on a campus which would lead to a students’ satisfaction/dissatisfaction with that University? The results indicate that this is in fact true. While the student-teacher interaction is still critical to retaining students, additional interactions with support staff also emerge as having significant impact on the retention of students. Implications for “customer service” training across all venues within a University are discussed.

Suggested Citation

  • Amy Rummel, Ph.D. & Maeghen L. MacDonald, 2016. "Identifying the Drivers of Student Retention: A Service Marketing Approach," Journal of Business, LAR Center Press, vol. 1(2), pages 1-7, May.
  • Handle: RePEc:lrc:larjob:v:1:y:2016:i:2:p:1-7
    as

    Download full text from publisher

    File URL: http://www.journalofbusiness.us/index.php/site/article/view/21/10
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Abhay Shah, 2009. "The Impact of Quality on Satisfaction, Revenue, and Cost as Perceived by Providers of Higher Education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 19(2), pages 125-141, December.
    2. Helena Alves & Mário Raposo, 2009. "The measurement of the construct satisfaction in higher education," The Service Industries Journal, Taylor & Francis Journals, vol. 29(2), pages 203-218, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Anita Kéri & Erzsébet Hetesi, 2022. "Is it only the university they are satisfied with? – Foreign student satisfaction and its effect on loyalty," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 601-622, September.
    2. José Luis Vázquez & Carlota L. Aza & Ana Lanero, 2016. "University social responsibility as antecedent of students’ satisfaction," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 13(2), pages 137-149, July.
    3. Ofori Debrah & Nasiru Inusah & Joseph Yaw Dwommor, 2021. "Students' Satisfaction with Accounting Teachers' Lesson Delivery, the Role of Perceived Quality of Lesson Delivery in Ghanaian Senior High Schools," Business and Economic Research, Macrothink Institute, vol. 11(1), pages 109-124, March.
    4. AVRAM, Emanuela Maria & AVRAM, Remus Marian, 2011. "Quality Management In Higher Education Institutions," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 1(2), pages 41-47, June.
    5. Bhuian, Shahid N., 2016. "Sustainability of Western branch campuses in the Gulf Region: Students’ perspectives of service quality," International Journal of Educational Development, Elsevier, vol. 49(C), pages 314-323.
    6. Jehad J Badwan & Mazen J Al Shobaki & Samy S Abu Naser & Youssef M Abu Amuna, 2017. "Adopting Technology for Customer Relationship Management in Higher Educational Institutions," Post-Print hal-01500365, HAL.
    7. Francisco G. Rodríguez-González & Paulina Segarra, 2016. "Measuring academic service performance for competitive advantage in tertiary education institutions: the development of the TEdPERF scale," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 13(2), pages 171-183, July.
    8. Teresa Peiró & Beatriz Sora & Aida Soriano & Jesús Yeves, 2020. "Nursing Education in Catalonia: Novice Professionals’ Appraisal of Its Quality and Usefulness. Does Mobility Play a Role?," IJERPH, MDPI, vol. 17(19), pages 1-21, September.
    9. Sanjai K Parahoo & Mohammad Issack Santally & Yousra Rajabalee & Heather Lea Harvey, 2016. "Designing a predictive model of student satisfaction in online learning," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 26(1), pages 1-19, January.
    10. Andriani KUSUMAWATI, 2018. "Exploring Millennials’ Decision-Making Behavior of Higher Education Institution: The Implication of University Social Media Marketing," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 137-148, November.
    11. Steluta Todea & Adriana AnaMaria Davidescu & Nicolae Al. Pop & Tanase Stamule, 2022. "Determinants of Student Loyalty in Higher Education: A Structural Equation Approach for the Bucharest University of Economic Studies, Romania," IJERPH, MDPI, vol. 19(9), pages 1-19, May.
    12. Bianchi, Constanza & Drennan, Judy, 2012. "Drivers of satisfaction and dissatisfaction for overseas service customers: A critical incident technique approach," Australasian marketing journal, Elsevier, vol. 20(1), pages 97-107.
    13. Le Dinh Minh Tri & Tran Thi Hoang Lam & Nguyen Quang Trang, 2021. "Service quality in higher education: Applying HEdPERF scale in Vietnamese universities," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - SOCIAL SCIENCES, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 11(1), pages 101-115.
    14. Anes Hrnjic, 2016. "The transformation of higher education: evaluation of CRM concept application and its impact on student satisfaction," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 6(1), pages 53-77, April.
    15. Paulo Roberto da Costa Vieira & Irene Troccoli Raguenet & Ettore de Carvalho Oriol & Hugo Rafael Dias, 2019. "Quality of teaching, corporate image and satisfaction of students enrolled in the night session of a Brazilian private university: a study with structural equation modeling," Proceedings of International Academic Conferences 9411963, International Institute of Social and Economic Sciences.

    More about this item

    Keywords

    Student retention; higher education; service marketing; Student satisfaction.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • I23 - Health, Education, and Welfare - - Education - - - Higher Education; Research Institutions

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:lrc:larjob:v:1:y:2016:i:2:p:1-7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: R Martin (email available below). General contact details of provider: http://www.journalofbusiness.us .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.