Customer Experience Management: A Study of Mechanic versus Humanic Clues and Student Loyalty in Nigerian Higher Education Institution

Taiye Tairat Borishade, Rowland Worlu, Olaleke Oluseye Ogunnaike, Deborah Oluwaseun Aka and Joy Ifiavor Dirisu
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Taiye Tairat Borishade: Department of Business Management, Covenant University, Ota P.M.B. 1023, Nigeria
Rowland Worlu: Department of Business Management, Covenant University, Ota P.M.B. 1023, Nigeria
Olaleke Oluseye Ogunnaike: Department of Business Management, Covenant University, Ota P.M.B. 1023, Nigeria
Deborah Oluwaseun Aka: Department of Business Management, Covenant University, Ota P.M.B. 1023, Nigeria
Joy Ifiavor Dirisu: Department of Business Management, Covenant University, Ota P.M.B. 1023, Nigeria

Sustainability, 2021, vol. 13, issue 12, 1-9

Abstract: This study surveyed customer experience management (CEM) and student’s loyalty in higher education institution (HEI) sector using a private university in Ogun State, Nigeria as a case study. The primary intent of this study was to determine the roles of humanic and mechanic clues on student’s loyalty. The two hypotheses formulated to address the research questions and objectives raised in this study were analysed with Categorical Regression, which is also known as CATREG analysis. This study applied survey research design and the data were spawned via designed questionnaire. An overall of 215 copies of the questionnaires were regained from the student of the private university in Ogun State. Multi-stage sampling methods were engaged in this study. The research findings of this study show that mechanic clues significantly influence students’ retention, while humanic clues significantly influence students’ disposition to endorse the institution of higher education to others. As part of the recommendations of the study, it was suggested that the university management should deliberately focus on mechanic clues in terms of providing a conducive environment, especially one that is clean for its students at all times.

Keywords: customer experience management; higher education; humanic clues; mechanic clues; student loyalty (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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