The role of affective ties in the asymmetrical relationship between student satisfaction and loyalty. Comparative study of European business schools

In the context of an increasingly competitive environment in higher education, this article looks at the determinants of student satisfaction in European business schools. We analysed one French and one Georgian business school through a survey of 551 students. Structural equation modelling was used to test the research hypotheses, with qualitative data analysis further explaining the findings. The results identify the determinants of student satisfaction and confirm a positive and significant influence of student satisfaction on their loyalty. However, the findings reveal an asymmetrical relationship between the two constructs and suggest that, in addition to a high level of satisfaction, affective ties need to be ensured between HEIs and their students to generate loyalty. The study contributes to the literature by emphasising the importance of customer satisfaction in a service industry from an affective standpoint through the lens of customer expectations. It also demonstrates the importance of dissatisfier elements, especially when it comes to examining loyalty. The results are of vital importance for business school management to develop strategies aimed at attracting and retaining students, which will in turn improve financial performance and successful positioning.