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Student Loyalty Modeling

Author

Listed:
  • Lerbin R. Aritonang R.

    (Economics Faculty, Tarumanagara University, Indonesia)

Abstract

From a marketing perspective, student loyalty is a key objective for numerous higher education institutions since a loyal student population is a source of competitive advantage. The specific purpose of this research is to develop an empirical model linking student loyalty to student satisfaction, student trust and student social identification to the institution. Data was collected from 226 undergraduate management and accounting students of the Faculty of Economics, Tarumanahgara University Jakarta, Indonesia. Empirical investigation was carried out to validate the frame work through measurement reliability and validity, and testing the significance of the relationship structure using regression analysis. The results suggest that satisfaction, trust and social identification are both positive and significant predictors of loyalty, and trust mediates the relationship between satisfaction and loyalty. Based on the results, managerial implications and topics of future research are suggested.

Suggested Citation

  • Lerbin R. Aritonang R., 2014. "Student Loyalty Modeling," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 26(1), pages 77-91.
    • Handle: RePEc:zag:market:v:26:y:2014:i:1:p:77-91
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    References listed on IDEAS

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    Cited by:

    1. Lee Lai Meng, 2018. "Mediating Influence of Satisfaction on Reputation, Relationship Benefits and Student Loyalty in Private Higher Education Institutions in Malaysia," The Journal of Social Sciences Research, Academic Research Publishing Group, pages 409-416:6.

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