Strategic and bonding effects of enhancing the student feedback process
Nadine M. Robinson and
Kevin G. Celuch
Journal of Marketing for Higher Education, 2016, vol. 26, issue 1, 20-40
Abstract:
In order to produce distinctiveness that leads to competitive advantage, higher education institutions must remain cognizant that students are co-creators. Thus, to create genuine value in educational service delivery, there is a need for a more highly developed understanding of the student-institutional intersection. The present research contributes to the marketing of higher education by developing and testing a model related to the antecedents of a broader conception of student feedback as part of student/customer orientation and co-creation. Conceived as customer feedback, student feedback to an educational institution can be positive (compliment), negative (complaint), or be an idea for an improvement to any person, or service group of the institution. Perceived ease of the feedback process and perceived usefulness, customer orientation and affective commitment are found as antecedents to intention to provide feedback. The result is a model with conceptual and managerial implications for strategically bonding students to universities.
Date: 2016
References: View complete reference list from CitEc
Citations: View citations in EconPapers (4)
Downloads: (external link)
http://hdl.handle.net/10.1080/08841241.2016.1146386 (text/html)
Access to full text is restricted to subscribers.
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:taf:jmkthe:v:26:y:2016:i:1:p:20-40
Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/WMHE20
DOI: 10.1080/08841241.2016.1146386
Access Statistics for this article
Journal of Marketing for Higher Education is currently edited by Dr Jane Hemsley-Brown, Anthony Lowrie and Dr. Thomas Hayes
More articles in Journal of Marketing for Higher Education from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().