Abstract
<p class="apa">The dynamic changes in higher education observed over the last 20 years have transformed the educational market. The potential value of promoting student satisfaction and loyalty in higher education has become a significant issue. This study investigates the directions and strengths of the relationships among marketing strategies, student satisfaction, and loyalty in Taiwanese higher education. Structural equation models were used to validate the measure and test the proposed relationships. The study tested two hypotheses: marketing strategies are positively related to student satisfaction (H1), and student satisfaction is positively related to student loyalty (H3). These findings indicate that student satisfaction is a key intermediate variable for marketing strategies and student loyalty. This study’s results provide several important implications for managers in higher education.</p>
Highlights
Over the last decade, escalating costs and declining resources have forced higher education institutions to examine strategies for strengthening community support and enhancing their image
As higher education is acknowledged as a major service good and students are seen as customers and clients, a study of the factors driving customer satisfaction and student loyalty would seem valuable (Brown & Mazzarol, 2008, p. 82)
5) People: People are the staff, teachers, management, and everybody else involved in higher education institutions
Summary
Over the last decade, escalating costs and declining resources have forced higher education institutions to examine strategies for strengthening community support and enhancing their image. Taiwanese higher education institutions are facing an increasingly competitive environment due to the nation’s dramatically reduced birth rate and the growth in students’ school options. The word “marketing” used to be jargon confined to the business world and alien to higher education. It is considered part of developing a knowledge society (Ramachandra, 2010). Student loyalty has recently become an important strategic theme in higher education (Helgesen & Nesset, 2007). The importance of customer satisfaction has been recognized by higher education, as in other business sectors, and school administrators have adopted student satisfaction as a cornerstone of their competitive strategy (Helgesen & Nesset, 2007). Student satisfaction is an important theme in higher education
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