Determinants for the Commitment Relationship Maintenance between the Alumni and the Alma Mater

Autor/inn/en	Pedro, Ilda Maria; Pereira, Luis Nobre; Carrasqueira, Hélder Brito
Titel	Determinants for the Commitment Relationship Maintenance between the Alumni and the Alma Mater
Quelle	In: Journal of Marketing for Higher Education, 28 (2018) 1, S.128-152 (25 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Pereira, Luis Nobre)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0884-1241
DOI	10.1080/08841241.2017.1314402
Schlagwörter	Alumni; Foreign Countries; Relationship; Surveys; Structural Equation Models; Satisfaction; Public Colleges; Marketing; Likert Scales; Statistical Analysis; Regression (Statistics); Maximum Likelihood Statistics; Portugal + Suchen Sie Ihr Suchwort? Ausland; Wechselbeziehung; Survey; Umfrage; Befragung; Zufriedenheit; Likert-Skala; Statistische Analyse; Regression; Regressionsanalyse
Abstract	This study aims to find determinants for the commitment relationship between alumni and alma mater. Based on the literature, satisfaction and image are proposed as drivers of commitment. A survey applied to 2544 alumni in a Portuguese university provides data analyzed through a structural equation modeling technique. The results present 'image of education', 'image of communication' and 'satisfaction with social and academic environment' as determinants of the commitment relationship, which provide important clues for the marketers' decision-making process when developing activities geared towards alumni. This process should emphasize aspects relating to their willingness to give back, academic and relationship quality, and institutional values. Within the Higher Education market, this study underscores the need to maintain and reinforce the relationship with alumni, and contributes to the scarce Portuguese literature on alumni matters. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01