The Impact of Marketing Actions on Relationship Quality in the Higher Education Sector in Jordan

ABSTRACT

This field/analytical study examined the marketing actions (antecedents) and performance (consequences) of relationship quality in a higher education setting. To analyze data collected from a random sample of 271 undergraduate students at AL-Zaytoonah Private University of Jordan, the linear structural relationship (LISREL) model was used to identify structural characteristics of relationship management between the University employees, including academic and administrative staff and students. The empirical results of this study were fourfold. First, greater employees' relational and student orientation resulted in higher relationship quality. Second, better education providers' (employees') attributes resulted in higher relationship quality. Third, higher relationship quality resulted in better relationship continuity. Fourth, committed student relationships resulted in student satisfaction, loyalty, positive word of mouth, and promotion. These in turn contributed to the enhancement of university image.

KEYWORDS:

• Student orientation
• relationship quality
• relationship continuity
• higher education in Jordan
• higher education marketing