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Does Reputation Lead To Student Loyalty? The Case Of A Private Higher Education Institution, A State University, And A Local College, Jean Paolo G. Lacap, Jaime V. Cortez

The South East Asian Journal of Management

Research Aims: The current research aims to analyse (1) the direct interrelationships of higher education institutions' (HEIs) reputation, student satisfaction, and student loyalty; (2) the mediating effect of student satisfaction on the relationship between HEI reputation and student loyalty; and (3) the moderating role of HEI type (private HEI [PHEI], state university/college [SUC], local university/college [LUC]) on the links between HEI reputation and student satisfaction, HEI reputation and student loyalty, and student satisfaction and loyalty.

Design/Methodology/Approach: All hypothesised relationships were analysed using partial least squares – structural equation modelling (PLS-SEM).

Research Findings: The results revealed that (1) HEI reputation …

Pemanfaatan Strategi Omnichannel Marketing Di Perguruan Tinggi, Peny Meliaty Hutabarat, Melisa Bunga Altamira, Erni Adelina

Jurnal Vokasi Indonesia

Technological developments encourage changes in consumer behavior, including corporate interactions. This also affects many educational institutions, especially in higher education levels. The use of multiple channels has been increasing, and it is quite a complex challenge for higher education to provide seamless and optimal journey experiences as needed by their audiences. These developments in technology and consumer behavior drive all higher education institutions to increase their competitive advantages. The omnichannel strategy is an effective way for them to increase the competitive advantage and to reach prospective students through various platforms, with specific and personified messages. In its application, omnichannel marketing …