The Role of Advising in Non-Returning Students' Perceptions of Their University

ABSTRACT

Approximately one-half of all freshmen enrolled in U.S. colleges and universities drop out before completing their degree programs. These former students represent an important market segment that some institutions target for specific marketing efforts. The purpose of the study reported here was to assess perceptions of students who had chosen not to return to one institution in the spring semester. One hundred forty-six non-returning students rated 13 key attributes related to campus-support activities and the core benefits of attending the institution. Findings provide useful insight about the important role of advising in non-returning students' perceptions of benefits offered by the university.

KEYWORDS:

• Attrition
• non-returning students
• retention
• relationship marketing
• student satisfaction
• customer satisfaction