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The role of trust in creating value and student loyalty in relational exchanges between higher education institutions and their students

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  • Sergio W. Carvalho
  • Márcio de Oliveira Mota

Abstract

The globalization of educational services and the increasing competition coming from the private sector have forced higher education institutions to market their programs more aggressively and to look at student loyalty as the key for future success. Student loyalty to higher education institutions represents not only a more stable financial basis for such institutions but also continuing support for them after graduation. The present research examines the relational exchange process between higher education institutions and their students. Specifically, it explores the process by which trust is first developed and then translated into students' perceived value of the higher education institutions, ultimately leading to the development of student loyalty toward those institutions. The identification of the components and the outcomes of student trust are presented on the basis of Sirdeshmukh, Singh, and Sabol's trust--value--loyalty framework.

Suggested Citation

  • Sergio W. Carvalho & Márcio de Oliveira Mota, 2010. "The role of trust in creating value and student loyalty in relational exchanges between higher education institutions and their students," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 20(1), pages 145-165, June.
    • Handle: RePEc:taf:jmkthe:v:20:y:2010:i:1:p:145-165
    DOI: 10.1080/08841241003788201
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    Citations

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    Cited by:

    1. 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.
    2. Małgorzata Dzimińska & Justyna Fijałkowska & Łukasz Sułkowski, 2018. "Trust-Based Quality Culture Conceptual Model for Higher Education Institutions," Sustainability, MDPI, vol. 10(8), pages 1-22, July.
    3. María del Carmen Olmos-Gómez & Mónica Luque Suárez & Concetta Ferrara & Eva María Olmedo-Moreno, 2020. "Quality of Higher Education through the Pursuit of Satisfaction with a Focus on Sustainability," Sustainability, MDPI, vol. 12(6), pages 1-20, March.
    4. Maria Rosario Perello-Marín & Gabriela Ribes-Giner & Odette Pantoja Díaz, 2018. "Enhancing Education for Sustainable Development in Environmental University Programmes: A Co-Creation Approach," Sustainability, MDPI, vol. 10(1), pages 1-17, January.
    5. Kalafatis, Stavros P. & Ledden, Lesley & Riley, Debra & Singh, Jaywant, 2016. "The added value of brand alliances in higher education," Journal of Business Research, Elsevier, vol. 69(8), pages 3122-3132.
    6. Vikrant Kaushal & Nurmahmud Ali, 2020. "University Reputation, Brand Attachment and Brand Personality as Antecedents of Student Loyalty: A Study in Higher Education Context," Corporate Reputation Review, Palgrave Macmillan, vol. 23(4), pages 254-266, November.
    7. María del Carmen Olmos-Gómez & Mónica Luque-Suárez & Concetta Ferrara & Jesús Manuel Cuevas-Rincón, 2020. "Analysis of Psychometric Properties of the Quality and Satisfaction Questionnaire Focused on Sustainability in Higher Education," Sustainability, MDPI, vol. 12(19), pages 1-16, October.
    8. Horváth, Zsófia & Neszveda, Gábor, 2024. "Új szempont a magyar felsőoktatási intézmények teljesítményének mérésében - az egyetemek online láthatósága [Online visibility - A new aspect of measuring the performance of Hungarian higher educat," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(7), pages 755-790.
    9. Mohsen Ghobehei & Faraz Sadeghvaziri & Elham Ebrahimi & Khashayar Afshar Bakeshloo, 2019. "The effects of perceived brand orientation and perceived service quality in the higher education sector," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 9(3), pages 347-365, September.

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