Advanced search
Publication Cover
Marketing Education Review Volume 21, 2011 - Issue 3
Submit an article Journal homepage
743
Views
69
CrossRef citations to date
0
Altmetric
Original Article

Engaging the Student as a Customer: A Relationship Marketing Approach

Jana Lay-Hwa Bowden Department of Marketing and Management, Faculty of Business and Economics, Macquarie University, Sydney, Jana
Pages 211-228 | Published online: 08 Dec 2014

Citations (69)

Keep up to date with the latest research on this topic with citation updates for this article.

Subscribe to citation updates

Read on this site (32)

Ade Octavia, Della Raymena Jovanka, Turki Mesfer Alqahtani, Tommy Tanu Wijaya & Akhmad Habibi. (2023) Key factors of educational CRM success and institution performance: A SEM analysis. Cogent Business & Management 10:1.
Read now
David Amani. (2023) Converting students into university brand evangelists: an empirical evidence from the higher education sector in Tanzania. Journal of Marketing for Higher Education 0:0, pages 1-24.
Read now
Wanwisa Paisri, Chutima Ruanguttamanun & Narissara Sujchaphong. (2022) Customer experience and commitment on eWOM and revisit intention: A case of Taladtongchom Thailand. Cogent Business & Management 9:1.
Read now
David Amani. (2022) Circumventing customers’ switching behavior in telecommunication industry in Tanzania: Insight from Sternberg’s Triangular Theory of Love. Cogent Social Sciences 8:1.
Read now
Surej P. John & Rouxelle De Villiers. (2022) Factors affecting the success of marketing in higher education: a relationship marketing perspective. Journal of Marketing for Higher Education 0:0, pages 1-20.
Read now
Mohsin Abdur Rehman, Erisher Woyo, Joy Eghonghon Akahome & Muhammad Danial Sohail. (2022) The influence of course experience, satisfaction, and loyalty on students’ word-of-mouth and re-enrolment intentions. Journal of Marketing for Higher Education 32:2, pages 259-277.
Read now
Leslie J. Wardley, John Nadeau & Charles H. Bélanger. (2021) A comparative analysis of institutional commitment: are business students different?. Journal of Marketing for Higher Education 0:0, pages 1-21.
Read now
Shuping Chen, Xiaoyun Han, Anil Bilgihan & Fevzi Okumus. (2021) Customer engagement research in hospitality and tourism: a systematic review. Journal of Hospitality Marketing & Management 30:7, pages 871-904.
Read now
Hasan Ali & Hamzeh Mohd Dodeen. (2021) An adaptation of the course experience questionnaire to the Arab learning context. Assessment & Evaluation in Higher Education 46:7, pages 1104-1114.
Read now
Monica Khanna, Isaac Jacob & Anjali Chopra. (2021) Marketing of higher education institutes through the creation of positive learning experiences – analyzing the role of teachers’ caring behaviors. Journal of Marketing for Higher Education 0:0, pages 1-20.
Read now
Scott R. Swanson, J. Charlene Davis, Mario Gonzalez-Fuentes & Kim R. Robertson. (2021) IN THESE UNPRECEDENTED TIMES: A CRITICAL INCIDENTS TECHNIQUE EXAMINATION OF STUDENT PERCEPTIONS’ OF SATISFYING AND DISSATISFYING LEARNING EXPERIENCES. Marketing Education Review 31:3, pages 209-225.
Read now
Abdelhamid K. Abdelmaaboud, Ana Isabel Polo Peña & Abeer A. Mahrous. (2021) The influence of student-university identification on student’s advocacy intentions: the role of student satisfaction and student trust. Journal of Marketing for Higher Education 31:2, pages 197-219.
Read now
Jana Lay-Hwa Bowden, Leonie Tickle & Kay Naumann. (2021) The four pillars of tertiary student engagement and success: a holistic measurement approach. Studies in Higher Education 46:6, pages 1207-1224.
Read now
Sumanjit Dass, Sapna Popli, Abhigyan Sarkar, Juhi Gahlot Sarkar & Muddu Vinay. (2021) Empirically examining the psychological mechanism of a loved and trusted business school brand. Journal of Marketing for Higher Education 31:1, pages 23-40.
Read now
Fiona Cownie. (2020) How commitment influences students’ conversations about higher education. Journal of Further and Higher Education 44:10, pages 1401-1418.
Read now
Mollie Dollinger & Jason Lodge. (2020) Understanding value in the student experience through student–staff partnerships. Higher Education Research & Development 39:5, pages 940-952.
Read now
O’bidie Rudo Maunze, Russell Abratt & Michela Mingione. (2020) Impact of Internal Branding on Student Engagement: Insights from a South African University. Services Marketing Quarterly 41:2, pages 124-144.
Read now
Purvi Shah, Sreedhar Madhavaram & Debra A. Laverie. (2019) DEVELOPING AND DEMONSTRATING EFFECTIVE PEDAGOGY IN MARKETING EDUCATION: PEDAGOGICAL COMPETENCE AS AN ORGANIZING FRAMEWORK FOR TEACHING PORTFOLIOS. Marketing Education Review 29:4, pages 283-304.
Read now
Fiona Cownie. (2019) ‘What drives students’ affective commitment towards their university?’. Journal of Further and Higher Education 43:5, pages 674-691.
Read now
Estelle van Tonder & Daniël Johannes Petzer. (2018) The interrelationships between relationship marketing constructs and customer engagement dimensions. The Service Industries Journal 38:13-14, pages 948-973.
Read now
Mollie Dollinger, Jason Lodge & Hamish Coates. (2018) Co-creation in higher education: towards a conceptual model. Journal of Marketing for Higher Education 28:2, pages 210-231.
Read now
Lawrence Ang, Yvonne Alexandra Breyer & Joseph Pitt. (2018) Course recommendation as a construct in student evaluations: will students recommend your course?. Studies in Higher Education 43:6, pages 944-959.
Read now
Ingrid Snijders, Remy M. J. P. Rikers, Lisette Wijnia & Sofie M. M. Loyens. (2018) Relationship quality time: the validation of a relationship quality scale in higher education. Higher Education Research & Development 37:2, pages 404-417.
Read now
Waseem Bahadur, Saira Aziz & Salman Zulfiqar. (2018) Effect of employee empathy on customer satisfaction and loyalty during employee–customer interactions: The mediating role of customer affective commitment and perceived service quality. Cogent Business & Management 5:1.
Read now
Lilia Iskhakova, Stefan Hoffmann & Andreas Hilbert. (2017) Alumni Loyalty: Systematic Literature Review. Journal of Nonprofit & Public Sector Marketing 29:3, pages 274-316.
Read now
Fiona Cownie. (2017) Gratitude and its drivers within higher education. Journal of Marketing for Higher Education 27:2, pages 290-308.
Read now
Fiona Cownie. (2016) Gratitude: does it have a place within media-practice education?. Journal of Media Practice 17:2-3, pages 168-185.
Read now
Scott R. Swanson, Carol Azab & J. Charlene Davis. (2015) A View from the Aisle Revisited: Delight and Outrage in the Classroom. Marketing Education Review 25:3, pages 215-232.
Read now
Husni Kharouf, Harjit Sekhon & Sanjit Kumar Roy. (2015) The components of trustworthiness for higher education: a transnational perspective. Studies in Higher Education 40:7, pages 1239-1255.
Read now
Jörg Vianden. (2015) What Matters in College to Students: Critical Incidents in the Undergraduate Experience. Journal of Student Affairs Research and Practice 52:3, pages 287-299.
Read now
Leslie J. Wardley, Charles H. Bélanger & Valorie M. Leonard. (2013) Institutional commitment of traditional and non-traditional-aged students: a potential brand measurement?. Journal of Marketing for Higher Education 23:1, pages 90-112.
Read now
Leslie Wardley & Charles Bélanger. (2013) Rites of Passage: Does adaptation to university mean severing connections?. Tertiary Education and Management 19:1, pages 32-51.
Read now

Articles from other publishers (37)

Ardvin Kester S. Ong, Yogi Tri Prasetyo, Venice Cristine C. Dangaran, Mark Anthony D. Gudez, Julius Ivan M. Juanier, Gabriel Andrey D. Paulite, Rohn Xavier R. Yambot, Satria Fadil Persada, Reny Nadlifatin & Irene Dyah Ayuwati. (2023) Determination of loyalty among high school students to retain in the same university for higher education: An integration of Self-Determination Theory and Extended Theory of Planned Behavior. PLOS ONE 18:11, pages e0286185.
Crossref
Maria Chatzara & Theodosios Tsiakis. (2023) Literature review of value co-creation in education institutes: current states and future perspectives. Journal of Education, Society & Multiculturalism 4:1, pages 30-50.
Crossref
Joann S. Olson & Abran Rodriguez. (2020) Chaos, Bedbugs, and Delayed Starts: Stories of Student Retention During Extreme Organizational Upheaval. Journal of College Student Retention: Research, Theory & Practice 25:1, pages 3-23.
Crossref
Estacio Dinazarte Omar Raja. (2023) Building student loyalty in higher education: the role of corporate reputation. F1000Research 12, pages 1102.
Crossref
Estacio Dinazarte Omar Raja. (2023) Building student loyalty in higher education: the role of corporate reputation. F1000Research 12, pages 1102.
Crossref
Ingrid Snijders, Lisette Wijnia, Hans J. J. Dekker, Remy M. J. P. Rikers & Sofie M. M. Loyens. (2021) What is in a student-faculty relationship? A template analysis of students’ positive and negative critical incidents with faculty and staff in higher education. European Journal of Psychology of Education 37:4, pages 1115-1139.
Crossref
Achutha Jois & Somnath Chakrabarti. (2022) Adapting and validating global knowledge branding scales in the education services sector. VINE Journal of Information and Knowledge Management Systems.
Crossref
Fernando de Rosa & Thiago Luiz de Oliveira. (2020) Student Retention at a Higher Educational Institution: A Comparison Between Evaded and Nonevaded Groups Using Partial Least Square. Journal of College Student Retention: Research, Theory & Practice 24:2, pages 499-525.
Crossref
Matti Haverila & Kai Christian Haverila. (2021) The impact of the student–instructor relationship on student-centric measures. Journal of Applied Research in Higher Education 14:1, pages 240-263.
Crossref
Matti Haverila, Kai Haverila, Caitlin McLaughlin & Mehak Arora. (2021) Towards a comprehensive student satisfaction model. The International Journal of Management Education 19:3, pages 100558.
Crossref
Jos M. C. Schijns. (2021) Measuring service quality at an online university: using PLS-SEM with archival data. Tertiary Education and Management 27:2, pages 161-185.
Crossref
Pavol Kral, Katarina Janoskova, George Lazaroiu & Petr Suler. (2020) Impact of Selected Socio-Demographic Characteristics on Branded Product Preference in Consumer Markets. Management & Marketing. Challenges for the Knowledge Society 15:4, pages 570-586.
Crossref
Ruhan İRİ. (2020) ŞEHİR PAZARLAMASI KAPSAMINDA ŞEHİRLERİN TERCİH EDİLEBİLİRLİĞİNDE ÜNİVERSİTE ÖĞRENCİ MUTLULUĞU VE MEMNUNİYETİNİN ÖNEMİ VE ARAŞTIRILMASI: NİĞDE ÖMER HALİSDEMİR ÜNİVERSİTESİ ÖRNEĞİTHE IMPORTANCE AND RESEARCH OF UNIVERSITY STUDENT’S HAPPINESS AND SATISFACTION IN THE PREFERABILITY OF CITIES WITHIN THE CONTEXT OF CITY MARKETING: A CASE STUDY IN NIGDE OMER HALISDEMIR. Asya Studies 4:13, pages 35-50.
Crossref
Kastolani, Rr. Wuri Arenggoasih, Sika Nur Indah & Muslimah Susilayati. (2020) IMPLEMENTATION OF CO-CREATION BY USING STUDENTS’ MASTERY OF10 SKILLS AS A NEW PRODUCT IN HIGHER EDUCATION 4.0. Humanities & Social Sciences Reviews 8:4, pages 158-171.
Crossref
Pavol Kral & Katarina Janoskova. (2020) Consumer perception of global branded products quality. SHS Web of Conferences 74, pages 01018.
Crossref
Ingrid Snijders, Lisette Wijnia, Remy M.J.P. Rikers & Sofie M.M. Loyens. (2020) Building bridges in higher education: Student-faculty relationship quality, student engagement, and student loyalty. International Journal of Educational Research 100, pages 101538.
Crossref
Montserrat Díaz-Méndez, Mario R. Paredes & Michael Saren. (2019) Improving Society by Improving Education through Service-Dominant Logic: Reframing the Role of Students in Higher Education. Sustainability 11:19, pages 5292.
Crossref
Nicky Kanade & Bruce Curtis. (2019) Student debt, neoliberalism and frame analysis: A Goffmanesque account of neoliberal governmentality. Journal of Sociology 55:3, pages 511-527.
Crossref
Jennifer Scott. (2019) Recruiting international postgraduate researchers. Asia Pacific Journal of Marketing and Logistics 32:1, pages 281-298.
Crossref
Ingrid Snijders, Lisette Wijnia, Remy M. J. P. Rikers & Sofie M. M. Loyens. (2019) Alumni loyalty drivers in higher education. Social Psychology of Education 22:3, pages 607-627.
Crossref
Brian Durham & Debra D. Bragg. 2019. The Wiley Handbook of Vocational Education and Training. The Wiley Handbook of Vocational Education and Training 227 250 .
Neeti Mathur. 2019. New Age Admissions Strategies in Business Schools. New Age Admissions Strategies in Business Schools 230 250 .
Oriol Iglesias, Stefan Markovic, Jatinder Jit Singh & Vicenta Sierra. (2017) Do Customer Perceptions of Corporate Services Brand Ethicality Improve Brand Equity? Considering the Roles of Brand Heritage, Brand Image, and Recognition Benefits. Journal of Business Ethics 154:2, pages 441-459.
Crossref
Justyna MaciągJustyna Maciąg. 2019. Lean Culture in Higher Education. Lean Culture in Higher Education 27 115 .
Kristin Landrø & Wenche M. Rønning. (2018) Studieveiledning i høyere utdanning. Uniped 41:3, pages 331-346.
Crossref
Evan G. Mense, Christopher J. Garretson, Pamela A. Lemoine & Michael D. Richardson. (2018) Global Marketing of Higher Education E-Learning. International Journal of Technology and Educational Marketing 8:2, pages 59-74.
Crossref
Stefan Markovic, Oriol Iglesias, Jatinder Jit Singh & Vicenta Sierra. (2015) How does the Perceived Ethicality of Corporate Services Brands Influence Loyalty and Positive Word-of-Mouth? Analyzing the Roles of Empathy, Affective Commitment, and Perceived Quality. Journal of Business Ethics 148:4, pages 721-740.
Crossref
Rebecca Maxwell-Stuart & Jeroen Huisman. (2018) An exploratory study of student engagement at transnational education initiatives. International Journal of Educational Management 32:2, pages 298-309.
Crossref
Pamela A. Lemoine, Wendy M. Wilson & Michael D. Richardson. 2018. Marketing Initiatives for Sustainable Educational Development. Marketing Initiatives for Sustainable Educational Development 182 204 .
Leslie J. Wardley, Charles H. Bélanger & John Nadeau. (2016) A co-creation shift in learning management: work design for institutional commitment and personal growth. Higher Education 74:6, pages 997-1013.
Crossref
Raouf Ahmad Rather & Jyoti Sharma. (2017) Customer engagement for evaluating customer relationships in hotel industry. European Journal of Tourism, Hospitality and Recreation 8:1, pages 1-13.
Crossref
Nasim Alavi & Debra N. Weiss-Randall. 2017. Encyclopedia of Strategic Leadership and Management. Encyclopedia of Strategic Leadership and Management 1556 1569 .
David Starr-Glass. 2016. Handbook of Research on Learning Outcomes and Opportunities in the Digital Age. Handbook of Research on Learning Outcomes and Opportunities in the Digital Age 102 126 .
Andreea Apetrei, Jordi Paniagua & Juan Sapena. 2016. Education Tools for Entrepreneurship. Education Tools for Entrepreneurship 29 38 .
Jörg Vianden & Patrick J. Barlow. (2015) Strengthen the Bond: Relationships Between Academic Advising Quality and Undergraduate Student Loyalty. NACADA Journal 35:2, pages 15-27.
Crossref
Hrvoje Maracic, Iva Bojic & Mario Kusek. (2013) Accessing student information systems using mobile connected devices. Accessing student information systems using mobile connected devices.
Finian O'Driscoll. (2012) What matters most. Quality Assurance in Education 20:3, pages 237-258.
Crossref

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Order Reprints Request Corporate Permissions

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

Request Academic Permissions

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.

Supercharge Your Next Research Paper: Research and write your next paper with Jenni AI.

Related research

People also read lists articles that other readers of this article have read.

Recommended articles lists articles that we recommend and is powered by our AI driven recommendation engine.

Cited by lists all citing articles based on Crossref citations.
Articles with the Crossref icon will open in a new tab.