ERIC Number: EJ1099241
Record Type: Journal
Publication Date: 2016
Abstractor: As Provided
Reference Count: 102
Strategic and Bonding Effects of Enhancing the Student Feedback Process
Robinson, Nadine M.; Celuch, Kevin G.
Journal of Marketing for Higher Education, v26 n1 p20-40 2016
In order to produce distinctiveness that leads to competitive advantage, higher education institutions must remain cognizant that students are co-creators. Thus, to create genuine value in educational service delivery, there is a need for a more highly developed understanding of the student-institutional intersection. The present research contributes to the marketing of higher education by developing and testing a model related to the antecedents of a broader conception of student feedback as part of student/customer orientation and co-creation. Conceived as customer feedback, student feedback to an educational institution can be positive (compliment), negative (complaint), or be an idea for an improvement to any person, or service group of the institution. Perceived ease of the feedback process and perceived usefulness, customer orientation and affective commitment are found as antecedents to intention to provide feedback. The result is a model with conceptual and managerial implications for strategically bonding students to universities.
Descriptors: Higher Education, Marketing, Student Attitudes, Feedback (Response), Models, Student Satisfaction, Student College Relationship, Factor Analysis, Questionnaires, College Students, Structural Equation Models, Likert Scales
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Authoring Institution: N/A