Effectiveness of relationship marketing tactics in a university setting.
We test the correlation between student perception of three university relationship-building tactics - commercial friendships, preferential treatment, and tangible rewards - with university student satisfaction. We also test whether two student characteristics - enduring involvement with education and sense of entitlement - have a moderating effect on the aforementioned relationship between university relationship-building behaviors and student satisfaction. Results revealed positive correlations between perceived relationship tactics and overall satisfaction. Correlations between the relationship-building behaviors and satisfaction were also greater among high-involvement students than among their lesser-involved cohorts. Students who felt a sense of entitlement were more likely to believe that they were recipients of relationship-building behaviors, but they didn't always appreciate them more than students who felt less entitled.
The Clute Institute for Academic Research
Trocchia, P. J., Finney, Z., and Finney, T.G. (2013). Effectiveness of relationship marketing tactics in a university setting. Journal of College Teaching and Learning, 10 (1), 29-38.
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