How loyal can a graduate ever be? The influence of motivation and employment on student loyalty

ABSTRACT

The Higher Education Sector is improving its relationship with graduates due to the economic, social and technological changes that affect universities. We present a consolidated model in this study of both the consequences and the antecedents of satisfaction that are determinative of the formation of loyalty in the university sector. In addition to testing the model, we evaluate the differences found in the relations between the motives given by the graduates for their choices (vocation and career paths) and their current employment situation (employed or unemployed). Grounded on the literature, we propose the conceptual model and test it with PLS supported by a sample of 805 graduates qualified in economics/business/management. The results highlight that perceived value determines image, satisfaction and loyalty, as well as the causal relation between image and both satisfaction and loyalty. Vocation determines the influence of value on satisfaction while career options produce no differences. However, employment status to a great extent conditions the perspective of the graduate. The influence of these variables has not been examined earlier in the literature. Given the competitive world of Higher Education, the conclusions may assist directors and managers of Higher Education institutions in decision-making, as well as improving graduate satisfaction and loyalty and the reputation of the university.

KEYWORDS:

• Motives for choice
• labor results
• loyalty
• satisfaction
• perceived value

Disclosure statement

No potential conflict of interest was reported by the authors.