Undergraduate Marketing Student Retention: The Role of Personal Values

Autor/inn/en	Herjanto, Halimin; Amin, Muslim; Burke, Megan M.; Burke, Marcus J.
Titel	Undergraduate Marketing Student Retention: The Role of Personal Values
Quelle	In: Marketing Education Review, 33 (2023) 4, S.303-319 (17 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1052-8008
DOI	10.1080/10528008.2022.2159438
Schlagwörter	Undergraduate Students; School Holding Power; Values; Marketing; Business Administration Education; Student Motivation; Student Experience; Job Security + Suchen Sie Ihr Suchwort? Wertbegriff; Schulische Motivation; Studienerfahrung; Arbeitsplatzsicherheit
Abstract	Student retention is a critical issue for higher education institutions. This study investigates the motivation of marketing student retention in the United States. The study was conducted by exploring the underlying personal values that drive student retention through the means-end chain (MEC) laddering approach. A total of 55 usable student comments were gathered from two mid-sized (1 public, 1 private) institutions and analyzed using MEC. The findings show that marketing student retention was influenced by hedonism, power, achievement, and self-direction and, to a lesser extent, by the other-regarding value of benevolence. In addition, the hierarchical value map shows the importance of the industry category-building marketing courses to emphasize the industry and marketing environment. It must be recognized, however, that the strength of the industry category depends on how universities maintain their brand image and that image's congruency with students' personal values. Finally, the study results revealed that marketing course factors (e.g., course content and course excitement) and job security are fundamental attributes that enhance student retention. (As Provided).
Anmerkungen	Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01