Student loyalty modeling

Abstract

From a marketing perspective, student loyalty is a key objective for numerous higher education institutions since a loyal student population is a source of competitive advantage. The specifi c purpose of this research is to develop an empirical model linking student loyalty to student satisfaction, student trust and student social identifi cation to the institution. Data was collected from 226 undergraduate management and accounting students of the Faculty of Economics, Tarumanahgara University Jakarta, Indonesia. Empirical investigation was carried out to validate the frame work through measurement reliability and validity, and testing the signifi cance of the relationship structure using regression analysis. The results suggest that satisfaction, trust and social identifi cation are both positive and signifi cant predictors of loyalty, and trust mediates the relationship between satisfaction and loyalty. Based on the results, managerial implications and topics of future research are suggested.