IDENTIFICATION OF EDUCATION SERVICE QUALITY-RELATED FACTORS THAT INFLUENCE RETENTION AND EXPANSION OF STUDENT CUSTOMER BASE

Garry Prentice, Christopher McLaughlin

    Research output: Chapter in Book/Report/Conference proceedingChapter

    Abstract

    In order to evaluate the education service provided by a private university in Ireland, this investigation utilized an extension of Cronin, Brady & Hult’s (2000) explanatory model. The overall prediction of this model is that positive perceptions of quality, value and satisfaction in relation to the education service encounter will lead to positive word of mouth, and future intention to use the service again. The Arts undergraduate student sample size was 260. The research was conducted using a cross-sectional (Student survey) design. Despite a slight majority stating that the service quality was above average, and the majority stating they were satisfied overall, only a minority indicated that they would use the service again. In addition, on average, the undergraduate students only recommended the private university to one other person.
    Original languageEnglish
    Title of host publicationMarketing Education: Experiencing New Frontiers
    Place of PublicationMihaylo College of Business and Economics at California State University
    PublisherMarketing Educators’ Association
    Pages112-123
    ISBN (Print)None
    Publication statusPublished - 2012

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  • Cite this

    Prentice, G., & McLaughlin, C. (2012). IDENTIFICATION OF EDUCATION SERVICE QUALITY-RELATED FACTORS THAT INFLUENCE RETENTION AND EXPANSION OF STUDENT CUSTOMER BASE. In Marketing Education: Experiencing New Frontiers (pp. 112-123). Mihaylo College of Business and Economics at California State University: Marketing Educators’ Association.