The antecedents of student loyalty in online programs
International Journal of Educational Management
ISSN: 0951-354X
Article publication date: 7 January 2014
Abstract
Purpose
In this paper, a model of student loyalty with graduate online programs utilizing relationship marketing theory elements was developed. The relationships between service quality, commitment and satisfaction, reputation and ultimately loyalty were explored. The purpose of this paper is to investigate the relationships between factors that may lead to customer loyalty in online educational organizations.
Design/methodology/approach
Case study/quantitative methods were used.
Findings
This research assessed customer loyalty intentions by examining the service quality, commitment, satisfaction, and reputation of online students in master's level online programs.
Originality value
The relationship between service quality, commitment, satisfaction, reputation, and loyalty have not been adequately investigated in online master's programs.
Keywords
Citation
Dehghan, A., Dugger, J., Dobrzykowski, D. and Balazs, A. (2014), "The antecedents of student loyalty in online programs", International Journal of Educational Management, Vol. 28 No. 1, pp. 15-35. https://doi.org/10.1108/IJEM-01-2013-0007
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited