Title

Effectiveness of relationship marketing tactics in a university setting.

SelectedWorks Author Profiles:

Philip J. Trocchia

Document Type

Article

Publication Date

2013

Date Issued

2013-01-01

Date Available

2013-05-14

ISSN

1544-0389

Abstract

We test the correlation between student perception of three university relationship-building tactics - commercial friendships, preferential treatment, and tangible rewards - with university student satisfaction. We also test whether two student characteristics - enduring involvement with education and sense of entitlement - have a moderating effect on the aforementioned relationship between university relationship-building behaviors and student satisfaction. Results revealed positive correlations between perceived relationship tactics and overall satisfaction. Correlations between the relationship-building behaviors and satisfaction were also greater among high-involvement students than among their lesser-involved cohorts. Students who felt a sense of entitlement were more likely to believe that they were recipients of relationship-building behaviors, but they didn't always appreciate them more than students who felt less entitled.

Comments

Abstract only. Full-text article is available only through licensed access provided by the publisher. Published in Journal of College Teaching and Learning, 10 (1), 29-38. Members of the USF System may access the full-text of the article through the authenticated link provided.

Language

en_US

Publisher

The Clute Institute for Academic Research

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.