Students as Consumers: Programming for Brand Loyalty

Abstract

Identifying factors of first-semester programming that lead to student satisfaction can provide the basis for an increase in brand loyalty or student retention. This research uses a case study approach at a public liberal arts college in the northeastern United States. The results show that introducing students to the social and academic life of the campus, as well as building a relationship with an instructor and the freshman class community, increases their satisfaction. Significant outside employment decreases satisfaction. Administrators can improve student satisfaction, and thus brand loyalty and student retention, by incorporating particular services marketing elements in first-semester programming.

KEYWORDS:

• educational services marketing
• loyalty
• student retention
• student satisfaction

Notes

Note. 5 = strongly agree; 1 = strongly disagree.

*Significant difference at p < .01.

Note. 5 = strongly agree; 1 = strongly disagree.

*Significant difference at p < .01.

Note. FS = Freshman Seminar.