Customer Experience Management: A Study of Mechanic versus Humanic Clues and Student Loyalty in Nigerian Higher Education Institution

Taiye Tairat Borishade,Rowland Worlu,Deborah Oluwaseun Aka,Joy Ifiavor Dirisu,Olaleke Oluseye Ogunnaike

doi:10.3390/su13126563

Abstract

This study surveyed customer experience management (CEM) and student’s loyalty in higher education institution (HEI) sector using a private university in Ogun State, Nigeria as a case study. The primary intent of this study was to determine the roles of humanic and mechanic clues on student’s loyalty. The two hypotheses formulated to address the research questions and objectives raised in this study were analysed with Categorical Regression, which is also known as CATREG analysis. This study applied survey research design and the data were spawned via designed questionnaire. An overall of 215 copies of the questionnaires were regained from the student of the private university in Ogun State. Multi-stage sampling methods were engaged in this study. The research findings of this study show that mechanic clues significantly influence students’ retention, while humanic clues significantly influence students’ disposition to endorse the institution of higher education to others. As part of the recommendations of the study, it was suggested that the university management should deliberately focus on mechanic clues in terms of providing a conducive environment, especially one that is clean for its students at all times.

Highlights

Which can be accomplished through the adoption and entrenchment of effective customer experience management that will influence student loyalty and eventually enable the institution to have a competitive advantage. It is against this background that this paper examined the roles of customer experience management by concentrating on the mechanic and humanic clues on student loyalty
Customer experience management is a contemporary approach that institutions can use to encourage customer fulfilment and ultimate loyalty
The principal intents of this research are to examine the roles of customer experience management focusing on the influence of mechanic and humanic clues on student loyalty

Summary

Introduction

Publisher’s Note: MDPI stays neutral with regard to jurisdictional claims in published maps and institutional affiliations. Sequel to the development of service epoch, marketing that was recognized basically as tangible goods has broadened its space to shield all ranges of services. Going by the intense efforts put in by service marketers to certify that services are not just provided, but experienced by the customers, the global economy has authenticated a transformation from a service era to an experience era [1]. The higher education institution is following suit

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