Contabilidade e Marketing

The Impact of Relational Dynamics on Students’ Loyalty and the Mediating role of Students’ Satisfaction in Higher Education Sector

Abstract

Muhammad Ali Baber and Muhammad Sualeh Khattak

Students are getting attention as a customer and academic institutions are trying to make them loyal so that they will use positive word of mouth. In the current research study, the impact of relational dynamic on students’ loyalty (Positive WOM) has been examined with the mediating role of students’ satisfaction. Data were analysed from the sample of 348 students of three leading universities. Finding of this study show significant positive relationship, and students’ satisfaction mediates the relationship between relational dynamics and positive (WOM). This study will helpful for the service providing strategies of academic institutions.