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Modeling antecedents of student loyalty in higher education

Author

Listed:
  • Marcelo Gattermann Perin
  • Claudio Hoffmann Sampaio
  • Cláudia Simões
  • Rosiane Pólvora de Pólvora

Abstract

The purpose of this investigation is to understand the antecedents of student loyalty in the Brazilian context. In particular we address the impact of student trust, commitment and quality perception on loyalty. A quantitative study was conducted among business management student majors from two private Brazilian Higher Education Institutions (HEIs), yielding a global sample of 696 cases. Our findings suggest that students' trust in their HEI has a positive impact on their commitment and loyalty; students' commitment to their HEI has a positive impact on their loyalty; and students' perception of service quality has a positive impact on their commitment and trust. Findings also suggest that student loyalty to the HEI is indirectly influenced by perceived quality.

Suggested Citation

  • Marcelo Gattermann Perin & Claudio Hoffmann Sampaio & Cláudia Simões & Rosiane Pólvora de Pólvora, 2012. "Modeling antecedents of student loyalty in higher education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 22(1), pages 101-116, June.
    • Handle: RePEc:taf:jmkthe:v:22:y:2012:i:1:p:101-116
    DOI: 10.1080/08841241.2012.705797
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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. Balaji, M.S. & Roy, Sanjit Kumar & Sadeque, Saalem, 2016. "Antecedents and consequences of university brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 3023-3032.
    3. Mona Fairuz Ramli & Salniza Md. Salleh, 2015. "Factors Contributing to Brand Loyalty towards Malaysia Higher Educational Institutions," Journal of Education and Vocational Research, AMH International, vol. 6(3), pages 22-29.
    4. Kati Suomi & Päivikki Kuoppakangas & Jari Stenvall & Elias Pekkola & Jussi Kivistö, 2019. "Revisiting “the shotgun wedding of industry and academia”—empirical evidence from Finland," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(1), pages 81-102, March.
    5. Nihat Kamil Anil & Gulnur Eti Icli, 2013. "MBA sudents' satisfaction and loyality: state vs. private universities in Turkey," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 25(2), pages 177-198.
    6. Jason Howarth & Steven D'Alessandro & Lester Johnson & Lesley White, 2017. "MOOCs to university: a consumer goal and marketing perspective," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(1), pages 144-158, January.
    7. Shih-Hao Wu & Stephen Chi-Tsun Huang & Ching-Yi Daphne Tsai, 2022. "Lifelong good soldiers of higher education institutions: driving factors and obstructions of alumni loyalty," Service Business, Springer;Pan-Pacific Business Association, vol. 16(2), pages 331-357, June.

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