An Integrative Model of Alumni Loyalty—an Empirical Validation Among Graduates From German and Russian Universities

Abstract

ABSTRACTAlumni could be considered a large source of support for their alma maters in such areas as lobbying, volunteering (e.g. mentoring), information, donations, investment, and networking. However, in order to increase alumni contribution, it is necessary to identify key factors that influence alumni loyalty. In this article, the authors develop an integrative model of intention to alumni loyalty (IAL model), which proposes that alumni loyalty is determined by the main model dimensions of relationship quality, philanthropic effect, and discretionary collaborative and student dropout behavior. In order to validate the proposed model structure, the authors test the IAL model using the structural equation modeling approach and empirical data from a survey of leading German and Russian universities. The results indicate that a predisposition to charity, benefits from alumni association, and quality of teaching are crucial for intention to alumni loyalty for both Russian and German universities. Suggestions for the work of alumni associations are derived from the findings.