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Beyond Customer Satisfaction: Reexamining Customer Loyalty to Evaluate Continuing Education Programs
Peer reviewed
Direct linkHoyt, Jeff E.; Howell, Scott L. – Journal of Continuing Higher Education, 2011
This article provides questionnaire items and a theoretical model of factors predictive of customer loyalty for use by administrators to determine ways to increase repeat purchasing in their continuing education programs. Prior studies in the literature are discussed followed by results of applying the model at one institution and a discussion of…
Descriptors: Continuing Education, Marketing, Satisfaction, Evaluation
