Different levels of loyalty towards the higher education service: Evidence from a small university in Spain

Abstract

Higher Education Institutions (HEIs) operate in a competitive environment in which the universities must address issues of customer satisfaction and loyalty. This process requires that educational institutions carefully analyse the key factors contributing to student loyalty in all its dimensions and develop strategies accordingly. Customer loyalty is a consistent commitment deeply held by customers to re-purchasing and/or recommending the product or service. This paper aims at understanding the different levels of student loyalty towards HEIs through an empirical study run with 705 graduate students from a small University. According to the students' personal and situational characteristics (age and choice of degree course), we expect significant differences in the level of loyalty. We may also draw conclusions about the management of HEIs in terms of positive word of mouth among students.