ERIC Number: EJ1011421
Record Type: Journal
Publication Date: 2013
Pages: 10
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-1544-0389
EISSN: N/A
Effectiveness of Relationship Marketing Tactics in a University Setting
Trocchia, Philip J.; Finney, R. Zachary; Finney, Treena Gillespie
Journal of College Teaching & Learning, v10 n1 p29-38 2013
We test the correlation between student perception of three university relationship-building tactics--commercial friendships, preferential treatment, and tangible rewards--with university student satisfaction. We also test whether two student characteristics--enduring involvement with education and sense of entitlement--have a moderating effect on the aforementioned relationship between university relationship-building behaviors and student satisfaction. Results revealed positive correlations between perceived relationship tactics and overall satisfaction. Correlations between the relationship-building behaviors and satisfaction were also greater among high involvement students than among their lesser-involved cohorts. Students who felt a sense of entitlement were more likely to believe that they were recipients of relationship-building behaviors, but they didn't always appreciate them more than students who felt less entitled. (Contains 5 tables.)
Descriptors: College Students, Interpersonal Relationship, Student School Relationship, Satisfaction, Student Attitudes, Student Participation, Student Characteristics, Comparative Analysis, Teacher Student Relationship, Questionnaires, Student Surveys, Tables (Data)
Clute Institute. 6901 South Pierce Street Suite 239, Littleton, CO 80128. Tel: 303-904-4750; Fax: 303-978-0413; e-mail: Staff@CluteInstitute.com; Web site: http://www.cluteinstitute.com
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