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Beyond Customer Satisfaction: Reexamining Customer Loyalty to Evaluate Continuing Education Programs
Hoyt, Jeff E.; Howell, Scott L. – Journal of Continuing Higher Education, 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…
Descriptors: Continuing Education, Marketing, Satisfaction, Evaluation
Hoyt, Jeff E.; Whyte, Chrystine – Journal of Continuing Higher Education, 2011
The purpose of this best practices article is to provide continuing education administrators with a reliable participant evaluation that measures factors predictive of not only satisfaction, but also perceived value: adequacy of topics, customer service, learning, quality of facilities, image, and quality of presentations, among other variables.…
Descriptors: Continuing Education, Workshops, Conferences (Gatherings), Seminars