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Strategic and bonding effects of enhancing the student feedback process

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  • Nadine M. Robinson
  • Kevin G. Celuch

Abstract

In order to produce distinctiveness that leads to competitive advantage, higher education institutions must remain cognizant that students are co-creators. Thus, to create genuine value in educational service delivery, there is a need for a more highly developed understanding of the student-institutional intersection. The present research contributes to the marketing of higher education by developing and testing a model related to the antecedents of a broader conception of student feedback as part of student/customer orientation and co-creation. Conceived as customer feedback, student feedback to an educational institution can be positive (compliment), negative (complaint), or be an idea for an improvement to any person, or service group of the institution. Perceived ease of the feedback process and perceived usefulness, customer orientation and affective commitment are found as antecedents to intention to provide feedback. The result is a model with conceptual and managerial implications for strategically bonding students to universities.

Suggested Citation

  • Nadine M. Robinson & Kevin G. Celuch, 2016. "Strategic and bonding effects of enhancing the student feedback process," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 26(1), pages 20-40, January.
    • Handle: RePEc:taf:jmkthe:v:26:y:2016:i:1:p:20-40
    DOI: 10.1080/08841241.2016.1146386
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    Cited by:

    1. Sanz-Blas, Silvia & Buzova, Daniela & Pérez-Ruiz, Pilar, 2021. "Building relational worth in an online social community through virtual structural embeddedness and relational embeddedness," Technological Forecasting and Social Change, Elsevier, vol. 162(C).
    2. Ali, Mazhar & Ahmed, Masood, 2018. "Determinants of students’ loyalty to university: A service-based approach," MPRA Paper 84352, University Library of Munich, Germany.
    3. Berbegal-Mirabent, Jasmina & Llach, Josep & Marimon, Frederic & Mas-Machuca, Marta, 2020. "To recommend or to regret the choice? Factors explaining student loyalty: evidence from the Catalan university system," TEC Empresarial, School of Business, Costa Rica Institute of Technology (ITCR), vol. 14(2), pages 2-17.
    4. Hulya Bakirtas & Vildan Gulpinar Demirci, 2022. "A structural evaluation of university identification," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 507-531, September.

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