A best-practice model of university-students relationship development: An empirical study

Document Type

Article

Source of Publication

International Journal of Knowledge Management

Publication Date

10-1-2018

Abstract

© 2018, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. A university-student relationship has been viewed as a key to the success and continuity of private universities. Although keeping students loyal is a critical objective of relationship marketing, there is a limited theoretical and practical knowledge on which antecedents could be used to achieve this aim. The essence of this research is the development of a more comprehensive model of universitystudent relationship that could reflect a best practice, on the basis of a review of the literature, and the empirical investigation of this model by using a mixed method of qualitative (focus groups) and quantitative (surveys) approach. By sampling students in one private Jordanian university, results reveal that relationship strength and students' satisfaction can impact students' loyalty towards their universities. In addition, three relational bonds (financial, social and structural) can influence students' satisfaction. Finally, the study indicates academic and in-practice implications within the education sector, and suggests some future research guidelines.

ISSN

1548-0658

Publisher

IGI Global

Volume

14

Issue

4

First Page

46

Last Page

67

Disciplines

Education

Keywords

Relational bonds, Relationship strength, Students' loyalty, Students' satisfaction, University-student relationship

Scopus ID

85053276163

Indexed in Scopus

yes

Open Access

no

Link to Full Text

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