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

Garry Prentice; Christopher McLaughlin

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

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

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 language	English
Title of host publication	Marketing Education: Experiencing New Frontiers
Place of Publication	Mihaylo College of Business and Economics at California State University
Publisher	Marketing Educators’ Association
Pages	112-123
ISBN (Print)	None
Publication status	Published - 2012

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

abstract = "In order to evaluate the education service provided by a private university in Ireland, this investigation utilized an extension of Cronin, Brady & Hult{\textquoteright}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.",

author = "Garry Prentice and Christopher McLaughlin",

year = "2012",

language = "English",

isbn = "None",

pages = "112--123",

booktitle = "Marketing Education: Experiencing New Frontiers",

publisher = "Marketing Educators{\textquoteright} Association",

address = "United States",

}

IDENTIFICATION OF EDUCATION SERVICE QUALITY-RELATED FACTORS THAT INFLUENCE RETENTION AND EXPANSION OF STUDENT CUSTOMER BASE. / Prentice, Garry; McLaughlin, Christopher.

Marketing Education: Experiencing New Frontiers. Mihaylo College of Business and Economics at California State University : Marketing Educators’ Association, 2012. p. 112-123.

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

TY - CHAP

T1 - IDENTIFICATION OF EDUCATION SERVICE QUALITY-RELATED FACTORS THAT INFLUENCE RETENTION AND EXPANSION OF STUDENT CUSTOMER BASE

AU - Prentice, Garry

AU - McLaughlin, Christopher

PY - 2012

Y1 - 2012

N2 - 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.

AB - 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.

M3 - Chapter

SN - None

SP - 112

EP - 123

BT - Marketing Education: Experiencing New Frontiers

PB - Marketing Educators’ Association

CY - Mihaylo College of Business and Economics at California State University

ER -