Relationship-based student loyalty model in an open distance learning institution

• Main Authors: Latifah Abdol Latif, Ramli Bahroom
• Format: Conference or Workshop Item
• Published: 2014
• Subjects: LC Special aspects of education; LC5201 Education extension. Adult education. Continuing education; LC5800 Distance education; LG Individual institutions (Asia. Africa)
• Online Access: http://library.oum.edu.my/repository/970/1/library-document-970.pdf; http://library.oum.edu.my/repository/970/
• Institution: Open University Malaysia

The task of retaining students in an open and distance learning (ODL) higher education institutions (HEIs) represents a huge challenge. This has led to extensive research in this area. Several retention models have been explored and many intervention efforts have been attempted. The relationship quality-based student loyalty (RQSL) model, borrowed from marketing has been added to the repertoire of research approaches. It has been found to be appealing and well-suited for adoption by HEIs based on the premise that student relationship is the cornerstone of student loyalty. This study attempts to explore the use of this approach in a private ODL institution. A cross-sectional survey involving 2,300 student respondents was adopted and administered in September 2011. The results indicate that service quality, emotional commitment and students’ trust had positive impact on student loyalty. The step-wise regression analysis showed that the highest impact on student loyalty is due to emotional commitment, followed by service quality and trust. However, in terms of the total impact on student loyalty, the highest is due to service quality, followed by emotional commitment and trust. Based on the findings of this preliminary study, the institution can adopt three strategic approaches; service quality-based, an emotional commitment-based, and trust-based initiatives to increase the level of student loyalty. It is noted that student loyalty is not limited to the time that the student spends in the university; the advantages of student loyalty are probably greatest after they have graduated where they could contribute positively via financial support, word-of-mouth promotion and through some form of cooperation to the institution. (Abstract by authors)