Modeling and Managing Student Loyalty

The loyalty of customers is widely accepted as a critical factor in the long-term success of a service firm. In this article, the authors develop a model of student loyalty by combining the growing body of knowledge on relationship marketing in the context of services with insights from more traditional educational research. Their relationship quality-based student loyalty (RQSL) model proposes that student loyalty is mainly determined by the dimensions of relationship quality. The model also includes students’ integration into the university system and external commitment as second-order factors. The authors test the RQSL model using the structural equation modeling approach and empirical data from a survey of several German universities. Among other things, the results indicate that the quality of teaching and the students’ emotional commitment to their institution are crucial for student loyalty. However, there are clear differences between the results obtained from different courses of study.