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ERIC Number: EJ915950
Record Type: Journal
Publication Date: 2011
Pages: 13
Abstractor: As Provided
Reference Count: 62
ISSN: ISSN-0737-7363
Beyond Customer Satisfaction: Reexamining Customer Loyalty to Evaluate Continuing Education Programs
Hoyt, Jeff E.; Howell, Scott L.
Journal of Continuing Higher Education, v59 n1 p21-33 2011
This article provides questionnaire items and a theoretical model of factors predictive of customer loyalty for use by administrators to determine ways to increase repeat purchasing in their continuing education programs. Prior studies in the literature are discussed followed by results of applying the model at one institution and a discussion of practical ways to increase customer or student loyalty. Marketing efforts, facilities, technology, quality of instruction, student learning, and customer service that are aligned with consumer characteristics and preferences impact perceived value, the institutional image, cumulative satisfaction and ultimately customer loyalty. (Contains 4 tables and 1 figure.)
Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A