Modeling antecedents of student loyalty in higher education

Marcelo Gattermann Perin, Claudio Hoffmann Sampaio, Cláudia Simões, Rosiane Pólvora de Pólvora
  • Journal of Marketing for HIGHER EDUCATION, June 2012, Taylor & Francis
  • DOI: 10.1080/08841241.2012.705797

antecedents of student loyalty in higher education

What is it about?

The purpose of this investigation is to understand the antecedents of student loyalty in the Brazilian context. In particular we address the impact of student trust, commitment and quality perception on loyalty. A quantitative study was conducted among business management student majors from two private Brazilian Higher Education Institutions (HEIs), yielding a global sample of 696 cases.

Why is it important?

Our findings suggest that students' trust in their HEI has a positive impact on their commitment and loyalty; students' commitment to their HEI has a positive impact on their loyalty; and students' perception of service quality has a positive impact on their commitment and trust. Findings also suggest that student loyalty to the HEI is indirectly influenced by perceived quality.

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