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Direct linkAli Kara; Alma Mintu-Wimsatt; John E. Spillan – Journal of Marketing for Higher Education, 2024
The Net Promoter Score (NPS) has been widely used as a strong indicator of loyalty and growth in organizations. However, despite extensive use in various industries, its application in higher education has been limited. To address this gap, we explore the use of NPS in the identification and investigation of the characteristics as well as…
Descriptors: Marketing, Higher Education, Student Satisfaction, Undergraduate Students
Dongjun Rew; Wonsuk Cha; Jin-Woo Kim; Joo Y. Jung – Journal of Marketing for Higher Education, 2024
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…
Descriptors: Crisis Management, Correlation, Reputation, Institutional Characteristics
