RELATIONSHIP-BASED STUDENT LOYAL MODEL IN AN OPEN DISTANCE LEARNING INSTITUTION

Simple item page
dc.contributor.authorLatif, Latifah Abdol
dc.contributor.authorBahroom, Ramli
dc.date.accessioned2014-03-07T08:20:42Z
dc.date.accessioned2019-10-21T10:57:28Z
dc.date.available2014-03-07T08:20:42Z
dc.date.available2019-10-21T10:57:28Z
dc.date.issued2014-02-14
dc.description.abstractThe 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 institutionen_US
dc.identifier.isbn978-979-25-0222-0
dc.identifier.urihttp://repository.widyatama.ac.id/handle/123456789/2815
dc.language.isoenen_US
dc.publisherUniversitas Widyatamaen_US
dc.relation.ispartofseries;KII.CD.132
dc.subjectRelationship Based Studenten_US
dc.subjectOpen Distanceen_US
dc.subjectLearning Institutionsen_US
dc.titleRELATIONSHIP-BASED STUDENT LOYAL MODEL IN AN OPEN DISTANCE LEARNING INSTITUTIONen_US
dc.typePresentationen_US
Files
Original bundle
Now showing 1 - 5 of 7
Thumbnail Image
Name:
A. Cover Prosiding.pdf
Size:
514.72 KB
Format:
Adobe Portable Document Format
Description:
Download
Thumbnail Image
Name:
B. Back Cover, Editors, and Reviewers.pdf
Size:
63.33 KB
Format:
Adobe Portable Document Format
Description:
Download
Thumbnail Image
Name:
C. Preface and Table of Conent.pdf
Size:
514.91 KB
Format:
Adobe Portable Document Format
Description:
Download
Thumbnail Image
Name:
D. Keynote Prof. Emeritus Anwar Ali_ QUALITY ASSURANCE IN OPEN AND DISTANCE LEARNING.pdf
Size:
1.83 MB
Format:
Adobe Portable Document Format
Description:
Download
Thumbnail Image
Name:
E. Keynote Mohamed Salleh Mohamed Yasin_AN OVERVIEW OF QUALITY ASSURANCE IN HIGHER EDUCATION.pdf
Size:
2.79 MB
Format:
Adobe Portable Document Format
Description:
Download
License bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
license.txt
Size:
1.71 KB
Format:
Plain Text
Description:
Download
Collections
WIDYATAMA INTERNATIONAL SEMINAR