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cqu:672 (aCQUIRe Collection)
Brown, Robert M.
Factors driving student satisfaction and loyalty in Australian universities
[electronic resource] :
the importance of institutional image
Robert M. Brown [and] Timothy William Mazzarol.
Lindfield, NSW :
Australian and New Zealand Academy of Management,
2006.
12 p. ;
This paper outlines the findings of a study employing a Partial Least Squares (PLS) structural equation methodology to test a customer satisfaction model of the drivers of student satisfaction and loyalty in higher education settings. Drawing upon a moderately large sample of students enrolled in four ‘types’ of Australian universities, the findings suggest that student loyalty is predicted by student satisfaction, which is in turn predicted by the perceived image of the host university. While the perceived quality of "humanware" (e.g. people and process) and "hardware" (e.g. infrastructure and tangible service elements) has an impact on perceived value, this was found to be weak and indeterminate. Of most importance was the impact of the institution’s institutional image, which strongly predicted perceived value, and to a lesser extent student satisfaction. The findings have implications for newer, less prestigious universities seeking to compete in a more deregulated, market driven environment.
Brown, R, & Mazzarol, T 2006 'Factors driving student satisfaction and loyalty in Australian universities: the importance of institutional image', Proceedings of the 20th ANZAM (Australian New Zealand Academy of Management) Conference on "Management: Pragmatism, Philosophy, Priorities", 6-9 December 2006, Central Queensland University, Rockhampton. http://library-resources.cqu.edu.au:8888/access/detail.php?pid=cqu:672
By submitting a Work to aCQUIRe the author(s) grant(s) to Central Queensland University permission to publish the Work under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs Licence.
Further details available at http://creativecommons.org/licenses/by-nc-nd/2.5/.
Director, Division of Library Services.
Central Queensland University.
The ANZAM host, Central Queensland University intends to make all papers from this conference available on the World Wide Web for public access via aCQUIRe – our digital institutional repository. CQU papers will automatically be submitted to aCQUIRe. Papers from other institutions will also be included in the repository unless the submitting author elects not to do so by [advising] the YRD registration desk at Rydges by noon on the 9 December 2006.
ANZAM Host.
Central Queensland University.
Having a paper in CQU’s repository does not prevent the author from subsequently submitting this paper for journal consideration.
en-aus
Service industries
Marketing.
Education, Higher
Marketing.
Services marketing --
Higher education --
Image --
Partial least squares
Conference Paper
local
aCQUIReCollection
ANZAM2006
Mazzarol, Tim,
1957-
Victoria University of Technology.
University of Western Australia.
Graduate School of Management.
Australian and New Zealand Academy of Management.
International conference
(20th :
2006 :
Yeppoon, Central Queensland)
[electronic resource]
aCQUIRe [electronic resource] : Central Queensland University Institutional Repository.
Proceedings of the 20th ANZAM Conference [electronic resource] : Management : pragmatism, philosophy, priorities / edited by Jessica Kennedy and Lee Di Milia.
Rockhampton. : Central Queensland University, 2006.
Refereed
1921047348
Published version.
Please use this identifier to cite to link to this item.
http://library-resources.cqu.edu.au:8888/access/detail.php?pid=cqu:672
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