Student Loyalty Modeling

• Authors: Aritonang R. Lerbin R.

Title variants

HR

Modeliranje studentske lojalnosti

• Languages of publication: EN

Abstracts

EN

From a marketing perspective, student loyalty is a key objective for numerous higher education institutions since a loyal student population is a source of competitive advantage. The specific purpose of this research is to develop an empirical model linking student loyalty to student satisfaction, student trust and student social identification to the institution. Data was collected from 226 undergraduate management and accounting students of the Faculty of Economics, Tarumanahgara University Jakarta, Indonesia. Empirical investigation was carried out to validate the frame work through measurement reliability and validity, and testing the significance of the relationship structure using regression analysis. The results suggest that satisfaction, trust and social identification are both positive and significant predictors of loyalty, and trust mediates the relationship between satisfaction and loyalty. Based on the results, managerial implications and topics of future research are suggested.

HR

Iz marketinške perspektive lojalnost studenta ključni je cilj mnogih institucija visokog obrazovanja. Naime, lojalnost studentske populacije izvor je konkurentske prednosti. Svrha ovoga istraživanja jest razviti empirijski model koji povezuje lojalnost studenta s njegovim zadovoljstvom, povjerenjem i društvenim poistovjećivanjem s institucijom. Podaci su prikupljeni na uzorku od 226 studenata preddiplomskog studija menadžmenta i računovodstva s Ekonomskog fakulteta Tarumanahgara sveučilišta u Jakarti, Indonezija. Provedeno je empirijsko istraživanje kako bi se predloženi model potvrdio na temelju mjerenja pouzdanosti i valjanosti kao i putem testiranja značajnosti strukture odnosa korištenjem regresijske analize. Rezultati upućuju da su zadovoljstvo, povjerenje i društveno poistovjećivanje pozitivni i značajni prediktori lojalnosti, a povjerenje posreduje u odnosu između zadovoljstva i lojalnosti. Na temelju rezultata predlažu se menadžerske implikacije i pravci budućih istraživanja.

Keywords

EN

loyalty, satisfaction, trust, social identification

HR

lojalnost, zadovoljstvo, povjerenje, društveno poistovjećivanje

• Publisher: Faculty of Economics & Business Zagreb, Department of Marketing, Zagreb, Croatia and CROMAR (Croatian Marketing Association)
• Journal: Market - Tržište
• Year: 2014
• Volume: 26
• Issue: 1

Dates

published

2014-06-30

Contributors

author

Aritonang R. Lerbin R.

• Economics Faculty, Tarumanagara University, Indonesia

Identifiers

ISSN

0353-4790