Image, Satisfaction and Identification as Antecedents of Graduate Loya lty

MA. Walesska Schlesinger Diaz, M. Angeles Iniesta, Raquel Sanchez-Fernandez and Amparo Cervera Taulet

No 102, Apas Papers from Academic Public Administration Studies Archive - APAS

Abstract: University environment is experiencing important changes that have to be managed in order to ensure universities' competitiveness. In recent years, Spanish university institutions, as other institutions in their immediate surroundings, have had to face an increasingly competitive environment. In this context, university image, satisfaction, identification and loyalty have become topics of increasing relevance for higher education institutions and universities in particular. This work endeavours a general objective: to analyse the influence of university image, satisfaction and graduated-university identification on graduate loyalty. After reviewing specific literature, three hypotheses are proposed, linking these constructs with loyalty. Structural equation modelling with latent variables is used to test the proposed model. The model allows to confirm the three hypotheses and the results show that relationship management and constructs such as satisfaction, university image, graduate loyalty and identification with the university are key variables influencing the university performance.

Keywords: Relationship Marketing; Higher Education; Customer-Company identification; Corporate Image; satisfaction; Loyalty (search for similar items in EconPapers)
Date: 2010-06-09
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