Impact of Relational Dynamics on Customer Loyalty in Higher Education Sector: The Moderating Role of Long Term Orientation

Muhammad Mujtaba Abubakar and Sany Sanuri Mohd Mokhtar

International Journal of Management Sciences, 2015, vol. 5, issue 3, 196-205

Abstract: Recent development in the higher education sector warrants that business marketing tools be employed to make academic institutions efficient and competitive. In this study, a model of the impact of relational dynamics on customer loyalty is proposed and empirically validated in an attempt to fill literature gaps. A sample of 416 Nigerian university students, derived based on a multi-stage cluster sampling, participated in the survey which was analyzed using PLS structural equation modelling. Findings suggest that relational dynamics of bonding, personalization, customer satisfaction and trust have significant positive impact on customer loyalty. Further, long term orientation at the level of individual customer moderates the relationship between satisfaction and customer loyalty. Hence, applying a relationship marketing approach in the management higher educational institutions enhances institutional performance.

Keywords: Relational dynamics; Customer loyalty; High education sector; Long term orientation (search for similar items in EconPapers)
Date: 2015
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://rassweb.org/admin/pages/ResearchPapers/Paper%202_1497376390.pdf (application/pdf)

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:rss:jnljms:v5i3p2

Access Statistics for this article

More articles in International Journal of Management Sciences from Research Academy of Social Sciences
Bibliographic data for series maintained by Danish Khalil ().