Lifelong good soldiers of higher education institutions: driving factors and obstructions of alumni loyalty

Shih-Hao Wu (), Stephen Chi-Tsun Huang () and Ching-Yi Daphne Tsai ()
Additional contact information
Shih-Hao Wu: National Kaohsiung University of Science and Technology
Stephen Chi-Tsun Huang: National Kaohsiung University of Science and Technology
Ching-Yi Daphne Tsai: National Taichung University of Science and Technology

Service Business, 2022, vol. 16, issue 2, No 6, 357 pages

Abstract: Abstract Loyal customers are good soldiers who behave favorably toward service firms. As increasing number of universities are facing “a candle burning at both ends” due to low birth rate and high global competition, this study integrates alumni participation, alternative attractiveness, school prestige, and the relationship quality-based student loyalty model to verify leading variables that enhance alumni loyalty. A total of 412 questionnaires were collected from universities in Taiwan. Other than service quality and relationship quality, this study confirms the critical influence of alumni participation and school prestige on loyalty intention. The key mediation role of alumni participation is also revealed.

Keywords: Alumni loyalty; Participation; School prestige; Higher education service; Relationship marketing (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://link.springer.com/10.1007/s11628-021-00475-4 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:svcbiz:v:16:y:2022:i:2:d:10.1007_s11628-021-00475-4

Ordering information: This journal article can be ordered from
http://www.springer.com/business/journal/11628

DOI: 10.1007/s11628-021-00475-4

Access Statistics for this article

Service Business is currently edited by S.M. Lee and J. Millet Roig

More articles in Service Business from Springer, Pan-Pacific Business Association
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().