Beyond Customer Satisfaction: Reexamining Customer Loyalty to Evaluate Continuing Education Programs

Autor/inn/en	Hoyt, Jeff E.; Howell, Scott L.
Titel	Beyond Customer Satisfaction: Reexamining Customer Loyalty to Evaluate Continuing Education Programs
Quelle	In: Journal of Continuing Higher Education, 59 (2011) 1, S.21-33 (13 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0737-7363
Schlagwörter	Continuing Education; Marketing; Satisfaction; Evaluation; Models; Educational Administration; Higher Education; Evening Programs; Surveys; Sample Size; Regression (Statistics); Predictor Variables; Statistical Significance; Adult Learning; Nontraditional Students; Administrators + Suchen Sie Ihr Suchwort? Weiterbildung; Zufriedenheit; Evaluierung; Analogiemodell; Bildungsverwaltung; Schuladministration; Schulverwaltung; Hochschulbildung; Hochschulsystem; Hochschulwesen; Evening studies; Evening class; Abendstudium; Survey; Umfrage; Befragung; Regression; Regressionsanalyse; Prädiktor; Adulte education; Adult training; Erwachsenenbildung
Abstract	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.) (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10