RELATIONSHIP-BASED STUDENT LOYAL MODEL IN AN OPEN DISTANCE LEARNING INSTITUTION
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Date
2014-02-14
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Universitas Widyatama
Abstract
The task of retaining students in an open and
distance learning (ODL) higher education institutions
(HEIs) represents a huge challenge. This has led to
extensive research in this area. Several retention models
have been explored and many intervention efforts have
been attempted. The relationship quality-based student
loyalty (RQSL) model, borrowed from marketing has been
added to the repertoire of research approaches. It has been
found to be appealing and well-suited for adoption by HEIs
based on the premise that student relationship is the
cornerstone of student loyalty. This study attempts to
explore the use of this approach in a private ODL
institution. A cross-sectional survey involving 2,300
student respondents was adopted and administered in
September 2011. The results indicate that service quality,
emotional commitment and students’ trust had positive
impact on student loyalty. The step-wise regression
analysis showed that the highest impact on student loyalty
is due to emotional commitment, followed by service
quality and trust. However, in terms of the total impact on
student loyalty, the highest is due to service quality,
followed by emotional commitment and trust. Based on the
findings of this preliminary study, the institution can adopt
three strategic approaches; service quality-based, an
emotional commitment-based, and trust-based initiatives to
increase the level of student loyalty. It is noted that student
loyalty is not limited to the time that the student spends in
the university; the advantages of student loyalty are
probably greatest after they have graduated where they
could contribute positively via financial support, word-ofmouth
promotion and through some form of cooperation to
the institution
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Keywords
Relationship Based Student, Open Distance, Learning Institutions