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Examining The Need For Customized Satisfaction Survey Instruments Measuring Brand Loyalty For Higher Educational Institutions, Kendrick W. Brunson
Examining The Need For Customized Satisfaction Survey Instruments Measuring Brand Loyalty For Higher Educational Institutions, Kendrick W. Brunson
Kendrick W. Brunson
The success or failure of service-based organizations is determined in large part by consumers’ perceived value of those services. Value can be measured in terms of consumers’ perceived performance quality in comparison with the cost to consumers of purchasing the service. The ideal goal of service marketing organizations is to obtain and maintain a loyal base of delighted customers. Loyalty can be measured in terms of customer satisfaction, retention levels, and perception of service quality. In the higher education industry, private institutions compete for student enrollment with state-funded institutions on factors other than cost value. Standard quality and satisfaction survey …
Electronic Textbooks: An Empirical Study Of Adoption Potential, Kendrick W. Brunson
Electronic Textbooks: An Empirical Study Of Adoption Potential, Kendrick W. Brunson
Kendrick W. Brunson
Mounting conflict brews between collegiate textbook publishers and their end users, college students. Currently, issuing a new textbook edition every 2-3 years provides the only primary revenue source for publishers and authors while escalating prices have spawned alternative outlets of new and used textbooks for students seeking lower prices. A popular publisher solution focuses on electronic textbooks, however, will college students adopt that technology? Research in this study of almost 800 Liberty University residential students reveals a strong reluctance to embrace e-books, and provides insightful rationale for such avoidance behavior.