Empirical analysis of antecedents and mediators of student loyalty among undergraduate business students in Bangalore, India

Empirical analysis of antecedents and mediators of student loyalty among undergraduate business students in Bangalore, India

Management

The higher education sector has undergone major changes throughout India which has led to increase in competition for institutions in this sector. Thus, there is a need to find ways to attract and retain the potential and current students. Student loyalty is crucial to create sustainable competitive advantage. Student loyalty is widely accepted as a critical factor in the long term economic success of an educational institution that aims at positive recommendation (word of mouth) by students and attracting the students back to the institution for further studies. Review of literature reveals that service quality, price fairness, customer value, customer satisfaction and affective commitment are key antecedents to customer loyalty.

Phadke, Ms. Suniti Kishore - 0940004

English

PhD