Where do you find loyalty in the contemporary university scene?

  • Annamdevula Subrahmanyam, Bellamkonda Raja Shekhar
  • July 2017, Emerald
  • DOI: 10.1108/jarhe-01-2016-0004

The interrelationships between student satisfaction, motivation and loyalty

What is it about?

Globalization of education and the increase of information exchange have resulted in viewing students as customers in the education market. Applying the marketing theory into education sector and focusing on Students’ satisfaction and loyalty to benefit the university is another approach to compete in the market in the long term. We have tested the mediation role of students' motivation between student satisfaction and loyalty.

Why is it important?

The present research contribute to the existing field of knowledge by providing support for the contention that student satisfaction is a key influencing factor in the creation of student loyalty and in the development of the mediation role of motivation between student satisfaction and loyalty.


Dr Annamdevula Subrahmanyam
Central University of Karnataka

We have added new construct "Students' Motivation" into the model. Studies rarely focus on the customer motivation as customers are primarily motivated by their needs. The satisfaction with service brings customer for repetitive purchases. So marketing researchers focused on service quality, satisfaction and loyalty as key concepts for organizational growth and development. Unlike other services, higher education has some unique features like: • customers’ (student) cognitive participation in the service process; • the needs of the students are fulfilled by different service providers; and • long-term and continuous services. The motivation of the student is highly essential for cognitive involvement in lengthy and continuous process of education. with this theoretical support, we tested the mediation role of students' motivation between satisfaction and loyalty in higher education services. More than anything else, and if nothing else, I hope you find this article thought-provoking.

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The following have contributed to this page: Dr Annamdevula Subrahmanyam