Abstract
The cultivation of student loyalty is an important topic in higher education reform, while the theoretical modeling and evidence for the effect of teachers’ interaction styles on student loyalty are seldom discussed. Based on Social Exchange Theory, Theory of Empathy, and the effect of power on pro-social behavior, 359 science & technology management master students in China are sampled in this study. With Hierarchical Regression Analysis, the conclusions are summarized as following. Interaction- and task-oriented interaction shows positive correlations with student loyalty, self-oriented interaction presents negative correlations with student loyalty, satisfaction reveals mediation on the relationship between the three interaction styles and student loyalty, and the mediation of satisfaction on the relationship between interaction- and task-oriented interaction and student loyalty is moderated by science & technology management master students’ management level. This study expands the theoretical framework of perceived interaction and student loyalty and provides decision-making reference for higher education service institutions cultivating student loyalty.
Highlights
For higher education service institutions, possessing student groups with high loyalty is the key to remain or win competitive advantages
Interaction- and taskoriented interaction shows positive correlations with student loyalty, self-oriented interaction presents negative correlations with student loyalty, satisfaction reveals mediation on the relationship between the three interaction styles and student loyalty, and the mediation of satisfaction on the relationship between interaction- and task-oriented interaction and student loyalty is moderated by science & technology management master students’ management level
H3b: The mediation of satisfaction on the effect of task-oriented interaction on student loyalty is moderated by science & technology management master students’ management level
Summary
For higher education service institutions, possessing student groups with high loyalty is the key to remain or win competitive advantages. Universities present diverse development, and the courses stress on the combination with practice and are the key point of science & technology management education in China It is lack of research on the effect of teachers’ interaction styles on student loyalty. On the contrary, when teachers are used to concentrate on themselves, when contacting with students, ignore students’ feelings, and perform self-oriented interaction styles, students, who could not receive the least satisfaction with the service requirements, would appear worse psychological experiences and negative emotions of complaint and loss to strongly inhibit the formation of loyalty. H3b: The mediation of satisfaction on the effect of task-oriented interaction on student loyalty is moderated by science & technology management master students’ management level. Teacher level teachers’ interaction styles interactioni td task-oriented interaction self-oriented interaction management level
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