The role of trust in creating value and student loyalty in relational exchanges between higher education institutions and their students
The globalization of educational services and the increasing competition coming from the private sector have forced higher education institutions to market their programs more aggressively and to look at student loyalty as the key for future success. Student loyalty to higher education institutions represents not only a more stable financial basis for such institutions but also continuing support for them after graduation. The present research examines the relational exchange process between higher education institutions and their students. Specifically, it explores the process by which trust is first developed and then translated into students' perceived value of the higher education institutions, ultimately leading to the development of student loyalty toward those institutions. The identification of the components and the outcomes of student trust are presented on the basis of Sirdeshmukh, Singh, and Sabol's trust--value--loyalty framework.
Year of publication: |
2010
|
---|---|
Authors: | Carvalho, Sergio W. ; Mota, Márcio de Oliveira |
Published in: |
Journal of Marketing for Higher Education. - Taylor & Francis Journals, ISSN 0884-1241. - Vol. 20.2010, 1, p. 145-165
|
Publisher: |
Taylor & Francis Journals |
Saved in:
Online Resource
Saved in favorites
Similar items by person
-
Effects of national identity salience on responses to ads
Carvalho, Sergio W., (2014)
-
Dissociative threat : underperforming to distance the self from undesirable groups
El Hazzouri, Mohammed, (2020)
-
The role of brand personality in the formation of consumer affect and self-brand connection
McManus, Justin F., (2021)
- More ...