Market-Tržište, Vol. 26 No. 1, 2014.
Prethodno priopćenje
Student Loyalty Modeling
Lerbin R. Aritonang R.
; Economics Faculty, Tarumanagara University, Indonesia
Sažetak
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.
Ključne riječi
loyalty; satisfaction; trust; social identification
Hrčak ID:
123371
URI
Datum izdavanja:
24.6.2014.
Posjeta: 2.550 *