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…

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…

When choosing a college, high school students and those who guide them through the process must consider the complex interactions between student-level and institution-level variables in order to achieve an optimal person-environment fit. Ten academically advanced high school students who had chosen and committed to attending a college…