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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 …