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Different levels of loyalty towards the higher education service: evidence from a small university in Spain

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Different levels of loyalty towards the higher education service: evidence from a small university in Spain

dc.contributor.author	G. Gallarza, Martina
dc.contributor.author	Fayos Gardó, Teresa
dc.contributor.author	Arteaga Moreno, Francisco
dc.contributor.author	Servera Francés, David
dc.contributor.author	Floristán Imizcoz, Elena
dc.date.accessioned	2020-12-10T16:39:08Z
dc.date.available	2020-12-10T16:39:08Z
dc.date.issued	2020
dc.identifier.citation	González-Gallarza Granizo, Martina Fayos Gardó, Teresa Arteaga Moreno, Francisco Servera Francés, David Floristán Imizcoz, Elena 2020 Different levels of loyalty towards the higher education service: evidence from a small university in Spain International Journal of Management in Education 14 1 36 48
dc.identifier.uri	https://hdl.handle.net/10550/76616
dc.description.abstract	Higher Education Institutions (HEIs) operate in a competitive environment in which the universities must address issues of customer satisfaction and loyalty. This process requires that educational institutions carefully analyse the key factors contributing to student loyalty in all its dimensions and develop strategies accordingly. Customer loyalty is a consistent commitment deeply held by customers to re-purchasing and/or recommending the product or service. This paper aims at understanding the different levels of student loyalty towards HEIs through an empirical study run with 705 graduate students from a small University. According to the students' personal and situational characteristics (age and choice of degree course), we expect significant differences in the level of loyalty. We may also draw conclusions about the management of HEIs in terms of positive word of mouth among students.
dc.language.iso	eng
dc.relation.ispartof	International Journal of Management in Education, 2020, vol. 14, num. 1, p. 36-48
dc.subject	Ensenyament universitari
dc.subject	Consumidors Conducta
dc.title	Different levels of loyalty towards the higher education service: evidence from a small university in Spain
dc.type	journal article	es_ES
dc.date.updated	2020-12-10T16:39:08Z
dc.identifier.doi	10.1504/IJMIE.2020.10021916
dc.identifier.idgrec	134150
dc.rights.accessRights	open access	es_ES