Relationship Commitment in Self-financed Higher Education

Abstract

Building on the well-established relationship marketing concepts, this research investigates the key determinants of relationship commitment in self-financed higher education. The findings indicate that relationship benefits, relationship termination costs, and shared values have positive influence on relationship commitment. Among these three determinants, the construct of relationship benefits is found to be the most important factor affecting relationship commitment. The research contributes new and useful insights to the management of self-financed higher education in building relationship with students and resources allocation. [PUBLICATION ABSTRACT]