Relationship marketing dynamics and customer loyalty in higher education sector

In response to the challenges facing higher educational institutions, including declining public funding, globalization and stiff competition, this study aims to fill Literature gaps by proposing and validating a customer loyalty model based on relationship marketing for the higher education sector....

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Main Author:	Mujtaba, Abu Bakar Muhammad
Format:	Thesis
Language:	eng eng
Published:	2015
Subjects:	HF5415.33 Consumer Behavior. LB2300 Higher Education
Online Access:	https://etd.uum.edu.my/5437/1/s93940.pdf https://etd.uum.edu.my/5437/2/s93940_abstract.pdf
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id	my-uum-etd.5437
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Mohd Mokhtar, Sany Sanuri
topic	HF5415.33 Consumer Behavior. LB2300 Higher Education
spellingShingle	HF5415.33 Consumer Behavior. LB2300 Higher Education Mujtaba, Abu Bakar Muhammad Relationship marketing dynamics and customer loyalty in higher education sector
description	In response to the challenges facing higher educational institutions, including declining public funding, globalization and stiff competition, this study aims to fill Literature gaps by proposing and validating a customer loyalty model based on relationship marketing for the higher education sector. Drawing upon social exchange and social learning theories, this study examines the moderating effect of long term orientation on the link between relationship marketing dynamics and customer loyalty. A total of 416 graduates and undergraduate students of federal universities in Nigeria participated in the study. The results of the partial least squares (PLS) path analysis supported the hypothesized direct and indirect effects of relationship marketing dynamics on customer loyalty. Specifically, relationship marketing dynamics of bonding, communication, and personalization were found to have significant positive relationship with customer satisfaction and trust. The results of the analysis also suggest that customer satisfaction and trust mediate the link between bonding, communication, personalization and customer loyalty. Furthermore, long term orientation moderates the relationship between customer satisfaction and customer loyalty. Specifically, there is more significant positive relationship between customer satisfaction and customer loyalty for individual customers high in long term orientation than for individual customers low in long term orientation. However, no moderating effect of long term orientation was found on the path between trust and customer loyalty. Taken together, the findings of the study lend empirical support to the view that relationship marketing in general, and service personalization in particular, can promote customer loyalty, especially among individual customers high in long term orientation. Hence, knowledge of individual customer long term orientation can assist university administrators in managing their students profile effectively. Theoretical, managerial, and methodological implications are discussed and a conclusion is drawn.
format	Thesis
qualification_name	Ph.D.
qualification_level	Doctorate
author	Mujtaba, Abu Bakar Muhammad
author_facet	Mujtaba, Abu Bakar Muhammad
author_sort	Mujtaba, Abu Bakar Muhammad
title	Relationship marketing dynamics and customer loyalty in higher education sector
title_short	Relationship marketing dynamics and customer loyalty in higher education sector
title_full	Relationship marketing dynamics and customer loyalty in higher education sector
title_fullStr	Relationship marketing dynamics and customer loyalty in higher education sector
title_full_unstemmed	Relationship marketing dynamics and customer loyalty in higher education sector
title_sort	relationship marketing dynamics and customer loyalty in higher education sector
granting_institution	Universiti Utara Malaysia
granting_department	School of Business Management
publishDate	2015
url	https://etd.uum.edu.my/5437/1/s93940.pdf https://etd.uum.edu.my/5437/2/s93940_abstract.pdf
_version_	1747827934208458752
spelling	my-uum-etd.54372021-04-04T07:57:28Z Relationship marketing dynamics and customer loyalty in higher education sector 2015 Mujtaba, Abu Bakar Muhammad Mohd Mokhtar, Sany Sanuri School of Business Management College of Business HF5415.33 Consumer Behavior. LB2300 Higher Education In response to the challenges facing higher educational institutions, including declining public funding, globalization and stiff competition, this study aims to fill Literature gaps by proposing and validating a customer loyalty model based on relationship marketing for the higher education sector. Drawing upon social exchange and social learning theories, this study examines the moderating effect of long term orientation on the link between relationship marketing dynamics and customer loyalty. A total of 416 graduates and undergraduate students of federal universities in Nigeria participated in the study. The results of the partial least squares (PLS) path analysis supported the hypothesized direct and indirect effects of relationship marketing dynamics on customer loyalty. Specifically, relationship marketing dynamics of bonding, communication, and personalization were found to have significant positive relationship with customer satisfaction and trust. The results of the analysis also suggest that customer satisfaction and trust mediate the link between bonding, communication, personalization and customer loyalty. Furthermore, long term orientation moderates the relationship between customer satisfaction and customer loyalty. Specifically, there is more significant positive relationship between customer satisfaction and customer loyalty for individual customers high in long term orientation than for individual customers low in long term orientation. However, no moderating effect of long term orientation was found on the path between trust and customer loyalty. Taken together, the findings of the study lend empirical support to the view that relationship marketing in general, and service personalization in particular, can promote customer loyalty, especially among individual customers high in long term orientation. Hence, knowledge of individual customer long term orientation can assist university administrators in managing their students profile effectively. Theoretical, managerial, and methodological implications are discussed and a conclusion is drawn. 2015 Thesis https://etd.uum.edu.my/5437/ https://etd.uum.edu.my/5437/1/s93940.pdf text eng public https://etd.uum.edu.my/5437/2/s93940_abstract.pdf text eng public Ph.D. doctoral Universiti Utara Malaysia Abbrat, R. & Russel, J. (1999). Relationship marketing in private banking in South Africa. International Journal of Bank Marketing, 17(1), 5-19 Abdullateef, A. O., Mokhtar, S. S. M. & Yusoff, R, Z. (2011).The strategic impact of technology based CRM on call centre's performance. 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