Beyond Customer Satisfaction: Reexamining Customer Loyalty to Evaluate Continuing Education Programs

Keywords

Higher Education, customer satisfaction, loyalty

Abstract

This article provides questionnaire items and a theoretical model of factors predictive of customer loyalty for use by administrators to determine ways to increase repeat purchasing in their continuing education programs. Prior studies in the literature are discussed followed by results of applying the model at one institution and a discussion of practical ways to increase customer or student loyalty. Marketing efforts, facilities, technology, quality of instruction, student learning, and customer service that are aligned with consumer characteristics and preferences impact perceived value, the institutional image, cumulative satisfaction and ultimately customer loyalty.

Original Publication Citation

Hoyt, J., Howell, S.,(2011). Beyond customer satisfaction: re-examining customer loyalty to evaluate continuing education programs. The Journal of Continuing Higher Education, 59(1), pp. 21–33.

Document Type

Peer-Reviewed Article

Publication Date

2011

Publisher

The Journal of Continuing Higher Education

Language

English

College

David O. McKay School of Education

Department

Instructional Psychology and Technology

University Standing at Time of Publication

Assistant Professor

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