Impact of Relational Dynamics on Customer Loyalty in Higher Education Sector: The Moderating Role of Long Term Orientation
Journal Title: International Journal of Management Sciences - Year 2015, Vol 5, Issue 3
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.
Authors and Affiliations
Muhammad Mujtaba Abubakar, Sany Sanuri Mohd Mokhtar
Keywords
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