Student Engagement Towards HEIs: Relationship Marketing Perspective

Zuraidah Zainol, Rusliza Yahaya, Juliana Osman and Monizaihasra Mohamed

International Journal of Academic Research in Business and Social Sciences, 2017, vol. 7, issue 10, 543-555

Abstract: To effectively retain high quality students, it is critical for the HEIs to provide an excellent customer experience across the student lifecycle. Thus, adopting the relationship marketing perspective, this study extends the Relationship Investment Model in order to identify the determinants student engagement with the institutions. Specifically, this study attempts to examine the effect of satisfaction, dimensions of relationship investment and alternative attractiveness on commitment, and consequently on the student engagement towards HEIs. The findings of this study are expected to reveal the significant predictors of student commitment and consequently on student engagement. The findings may as well provide the foundation that fit the HEIs to design an effective program that will engage the students and consequently ensure their relevance in the competitive educational world.

Keywords: Branding; Relationship Marketing; Relationship Investment; Higher Education (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:hur:ijarbs:v:7:y:2017:i:10:p:543-555

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