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ERIC Number: EJ1068998
Record Type: Journal
Publication Date: 2004-Nov
Pages: 12
Abstractor: As Provided
ISSN: ISSN-1544-0389
Building Relationships between Business Schools and Students: An Empirical Investigation into Student Retention
Adidam, Phani Tej; Bingi, R. Prasad; Sindhav, Birud
Journal of College Teaching & Learning, v1 n11 p37-48 Nov 2004
This study uses the relationship marketing theory of commitment and trust as a framework to investigate the issue of student retention in business schools. Structural equation modeling was used to examine relationships specified by Morgan and Hunt's (1994) theory of relationship marketing. Students' commitment to the business schools were determined by perceived benefits of attending the school, perceived similarity of values between the school and the students, and trust between the professors and the students. Commitment increased intentions to remain at the business school.
Clute Institute. 6901 South Pierce Street Suite 239, Littleton, CO 80128. Tel: 303-904-4750; Fax: 303-978-0413; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A