6533b7dbfe1ef96bd1271289
RESEARCH PRODUCT
Key Elements in Building Relationships in the Higher Education Services Context
M. Angeles IniestaWalesska SchlesingerAmparo Cerverasubject
MarketingKnowledge managementHigher educationbusiness.industrymedia_common.quotation_subjectBondPerspective (graphical)Lifelong learningContext (language use)Identification (information)LoyaltyRelevance (information retrieval)Sociologybusinessmedia_commondescription
In a context of globalized higher education, new stakeholders have emerged, and building stronger relationships between them is of the utmost relevance in today's environment. The approach from the graduate perspective helps reinforce bonds and manage lifelong learning in an innovative way. This study empirically tests a model that includes variables such as university image, student–professor interaction, satisfaction, identification, and loyalty, which are topics of increasing relevance for competitive and innovative universities. The results show the relationships among the variables, which can explain loyalty behavioral intentions. The article concludes with the managerial implications of the study.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2015-07-04 | Journal of Promotion Management |