CONSUMER EXPERIENCE AS A FACTOR OF STUDENT LOYALTY IN HIGHER EDUCATION
DOI:
https://doi.org/10.17770/sie2021vol6.6346Keywords:
experience, foreign students, higher education, loyalty, satisfactionAbstract
Intensive competition in contemporary education market makes higher educational institutions choose market focused strategy in order to make their offer outstand their other competitors. Defining the factors of experience development, their impact on satisfaction and loyalty of foreign students would help higher educational institutions to create positive experience for foreign students that would later, thanks to this experience, can become loyal and spread positive information about the higher educational institution. Research of these factors is especially topical for Latvia because one of the main directions for development of the state educational system is integration in international educational system.
The objective of research is to study the impact of experience developing factors on forming satisfaction and loyalty in higher education. Survey has been used as a research method, questionnaire covered foreign students in Latvia. Data analysis has been conducted with frequency analysis, calculations of central tendency indicators, correlation analysis and path analysis. As a result, it was found that satisfaction with higher educational institution was mainly formed with its capability to fulfil its obvious functions, that is provide qualitative education corresponding with expectations of foreign students. The analysis of impact of general satisfaction with higher educational institution on loyalty demonstrated very strong positive influence: the higher the satisfaction, the more likely foreign students would consider studies in particular higher educational institution to be useful for other foreign students and advise it.
References
Anton, J. (1996). Customer relationship management: Making hard decisions with soft numbers. Purdue University Press.
Araci, U. E., Bulut, Z. A., & Kocak, N. (2017). The relation among experiential marketing, customer satisfaction, and behavioral intention: A study on food and beverage businesses. Economic and Social Development: Book of Proceedings, 361-371.
Beerli, A., Martin, J. D., & Quintana, A. (2004). A Model Of Customer Loyalty In The Retail Banking market. European journal of marketing, 38(1/2), 253-275.
Bitner, M. J. (1990). Evaluating service encounters: the effects of physical surroundings and employee responses. Journal of marketing, 54(2), 69-82.
Bolton, R. N., Kannan, P. K., & Bramlett, M. D. (2000). Implications of loyalty program membership and service experiences for customer retention and value. Journal of the academy of marketing science, 28(1), 95-108.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of marketing, 73(3), 52-68.
Douglas, J., McClelland, R., & Davies, J. (2008). The development of a conceptual model of student satisfaction with their experience in higher education. Quality assurance in education, 16(1), 19-35.
Guilbault, M. (2018). Students as customers in higher education: The (controversial) debate needs to end. Journal of retailing and consumer services, 40, 295-298.
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of marketing, 56(1), 6-21.
Foscht, T., Schloffer, J., Maloles, C., & Chia, S. L. (2009). Assessing the outcomes of Generation‐Y customers' loyalty. International journal of Bank marketing, 27(3), 218-241.
Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European management journal, 25(5), 395-410.
Hume, M., Mort, G. S., Liesch, P. W., & Winzar, H. (2006). Understanding service experience in non-profit performing arts: Implications for operations and service management. Journal of Operations Management, 24(4), 304-324.
Roy, S. K., Kaur, G., Sharma, R. D., & Mahajan, N. (2012). Exploring customer switching intentions through relationship marketing paradigm. International Journal of Bank Marketing, 30(4), 280- 302.
Leverin, A., & Liljander, V. (2006). Does relationship marketing improve customer relationship satisfaction and loyalty? International journal of bank marketing, 24(4), 232-251.
Lima, M., & Fernandes, T. (2015). Relationship bonds and customer loyalty: A study across different service contexts. In: International Conference on exploring services science Springer, Cham, 326-339.
Ndubisi, N. O. (2007). Relationship marketing and customer loyalty. Marketing intelligence & planning, 98-106.
Oliver, R.L. (1999). Whence consumer loyalty. Journal of Marketing, 63 (4), 33-44.
Palmer, A. (2010). Customer experience management: a critical review of an emerging idea. Journal of Services marketing, 24(3), 196-208.
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard business review, 76(4), 97-105.
Rai, A. K., & Srivastava, M. (2014). Customer Loyalty: Concepts, Context and Character. McGraw-Hill Education.
Rai, A. K., Srivastava, M. (2014). Customer Loyalty. New Delhi: McGraw Hill Education Private Limited.
Swinyard, W. R. (1993). The effects of mood, involvement, and quality of store experience on shopping intentions. Journal of consumer research, 20(2), 271-280.
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of retailing, 85(1), 31-41.
Wahyono, W., & Nurjanah, U. (2020). Building Customer Loyalty through Strategy Experiential Marketing, Service Quality, and Customer Satisfaction. Management Analysis Journal, 9(2), 122-131.
Wahyuningtyas, F. M., Achmad, F., & Zainul, A. (2017). The effect of experiential marketing on satisfaction and its impact on customer loyalty. Russian Journal of Agricultural and Socio-Economic Sciences, 61(1).
Wu, H. C., & Ai, C. H. (2016). Synthesizing the effects of experiential quality, excitement, equity, experiential satisfaction on experiential loyalty for the golf industry: The case of Hainan Island. Journal of Hospitality and Tourism Management, 29, 41-59.
Downloads
Published
Issue
Section
How to Cite
