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

Biomedical Sciences Research Institute Computer Science Research Institute Environmental Sciences Research Institute Nanotechnology & Advanced Materials Research Institute

Prentice, Garry and McLaughlin, Christopher (2012) IDENTIFICATION OF EDUCATION SERVICE QUALITY-RELATED FACTORS THAT INFLUENCE RETENTION AND EXPANSION OF STUDENT CUSTOMER BASE. In: Marketing Education: Experiencing New Frontiers. MARKETING EDUCATORS’ ASSOCIATION, Mihaylo College of Business and Economics at California State University, pp. 112-123. ISBN None [Book section]

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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.

Item Type:Book section
Faculties and Schools:Faculty of Life and Health Sciences
Faculty of Life and Health Sciences > School of Nursing
Research Institutes and Groups:Institute of Nursing and Health Research
Institute of Nursing and Health Research > Managing Chronic Illness
ID Code:23555
Deposited By:Dr Christopher McLaughlin
Deposited On:15 Oct 2012 15:05
Last Modified:15 Oct 2012 15:05

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