Existing literature on university brand loyalty (UBL) has less focused on a marketing-oriented perspective, or relationship marketing, and its impact on testing UBL. The aim of this study is to identity the roles and impacts of trust and commitment, which are main factors that create a relationship, in the relationship between university service…

While focus group discussions have become popular across the communication research field, some researchers have pointed out the importance of studying group interactions within focus groups. However, most researchers used a qualitative approach and mostly explored the interaction between participants or between participants and the moderator.…