Beyond Customer Satisfaction: Reexamining Customer Loyalty to Evaluate Continuing Education Programs
Higher Education, customer satisfaction, loyalty
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.
BYU ScholarsArchive Citation
Hoyt, Jeff E. and Howell, Scott L., "Beyond Customer Satisfaction: Reexamining Customer Loyalty to Evaluate Continuing Education Programs" (2011). Faculty Publications. 5738.
The Journal of Continuing Higher Education
David O. McKay School of Education
Instructional Psychology and Technology
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