The Image of the University and Its Impact on Customer Loyalty: An Analytical Study
DOI:
https://doi.org/10.36322/kscj.v1i64.3621Keywords:
University, Customer Loyalty, Influence, Analytical Study.Abstract
Universities are among the most important institutions that are concerned with building a person from an intellectual and cultural point of view, providing them with knowledge and sciences, and increasing their intellectual and creative capabilities, as well as working on developing their talents and refining their personality for the sake of handling various affairs of society. The structure of the study incorporates four main sections, the first has dealt with the methodology of the study, while the second has addressed the theoretical framework of the study to identify the first variable (university image) and the second variable (customer loyalty). Whereas, the third section has been dedicated to the practical part of the study.The fourth section is to present the most important conclusions that have been reached and to address some of the recommendations.
Downloads
References
اولاً: المراجع العربية :
الكتب :
- عبد الفتاح ، عز حسن ، 2008 ، مقدمة في الاحصاء الوصفي والاستدلالي باستخدام spss ، دار الخوارزمي للطباعة والنشر .
- العزاوي ، محمد عبد الوهاب محمد ، 2012 ، التسويق والمكانة الذهنية : منظور استراتيجي ، الطبعة الاولى ، دار الحامد للنشر والتوزيع ، عمان ، الاردن .
المجلات العلمية والدوريات :
- سعود ، محمد ياسين ، 2016 ، الصورة الذهنية للكليات الأهلية العراقية لدى طلبة الجامعات ، مجلة الجامعة العراقية ، المجلد 2 ، العدد 35 .
- عذيب ، عامر فدعوس وسعيد ، هدى قاسم ،2017 ، بناء الثقافة التسويقية وانعكاسها على الصورة الذهنية ، مجلة العلوم الاقتصادية والادارية ، العدد 100 ، المجلد 23 ، ص 261-283 .
شبكة المعلومات (الانترنت):
- كردي ، احمد السيد طه ، 2011 ، ادارة الصورة الذهنية للمنظمات في اطار واقع المسؤولية الاجتماعية ، دراسة ميدانية على عينة من شركات الأدوية المصرية ، قسم ادارة الاعمال ، كلية التجارة ، جامعة بنها على الرابط التالي :
https://kenanaonline.com/files/0033/33497
ثانياً : المراجع الاجنبية :
Books :
- Kotler , Philip, 2003, Marketing Insights from A to z 80 Concepts Every Manager Needs to Know, New Jersey.
- Saxena , rajan , 2017 , Marketing Management , fifth edition , McGraw Hill Education ( India ) Private Limited , New Delhi .
Thesis :
- Conte, Joska Le, 2014 , Measuring and managing customer loyalty in physical activity and sports centres (PSCs): The drivers of service quality, Master's thesis , Open Universiteit of the Nederland.
- Donnelly , Martina, 2009 , Building Customer Loyalty: A Customer Experience Based Approach in a Tourism Context , A thesis submitted in fulfilment of the requirement for a Masters degree in Business Studies by Research , Submitted to Waterford Institute of Technology, June 2009.
- Hooi , Khoo Khay , 2012 , Customer Loyalty, Satisfaction And Marketing Mix: Empirical Evidence From Infant Formula Industry , Research report in partial fulfillment of the requirements for the degree of Master of Business Administration , Universiti Sains Malaysia.
- Kuusik , Andres, 2007 , "Affecting customer loyalty: Do different factors have various influences in different loyalty levels?" , University of Tartu , Faculty of Economics and Business Administration.
- Nkempu , Zencha Lily , 2010 , Communication In Image Building In The Experience Industry Case Study: Star Bowling Planet Ab , Master of Communication Thesis , University of Gothenburg , Department of Applied Information Technology , Gothenburg , Sweden .
- Purolinna , Pirjo , 2016 , University image and its effect on applying intentions Case: Aalto University School of Business , Master's thesis , Department of Marketing , Aalto University , School of Business .
- Ranabhat , Durga, 2018 , Customer Loyalty In Business , views of students of centria university of applied sciences , thesis centria university of applied sciences , business management .
Periodicals and Journals :
- Alcaide-Pulido , Purificación & Alves , Helena & Gutiérrez-Villar , Belén , 2017 , Development Of A Model To Analyze Hei Image: A Case Based On A Private And A Public University , Journal Of Marketing For Higher Education, Volume 27, 2017 , Issue 2
- Al-Maamari , Qais Ahmed & Abdulrab , Mohammed , 2017, Factors Affecting on Customer Loyalty in Service Organizations , International Journal of Energy Policy and Management , Vol. 2, No. 5 , pp. 25-31.
- Alrubaiee , Laith , 2012 , Exploring the Relationship between Ethical Sales Behavior, Relationship Quality, and Customer Loyalty , International Journal of Marketing Studies , Vol. 4, No. 1; February 2012 .
- Alves, Helena & Raposo, Ma´rio , "The influence of university image on student behavior" , International Journal of Educational Management, Vol. 24, No. 1, 2010 , pp. 73-85.
- Buttle , Francis & Burton ,Jamie , 2001 , Does service failure influence customer loyalty? , Journal of Consumer Behaviour, Vol. 1, 3,pp. 217-227 .
- Darmawan , Didit & Mardikaningsih , Rahayu & Hadi , Surjo , 2017 , The Effect of Service Quality, Customer Satisfaction and Corporate Image on Customer Loyalty in the banking sector in Indonesia , IOSR Journal of Business and Management , Volume 19 , Issue 11 , Ver. 6 ( November. 2017 ) , PP 46-51 .
- Ene , Selda & Özkaya , Betül , 2014 , A Study on Corporate Image, Customer Satisfaction and Brand Loyalty in the Context of Retail Stores , Published by Canadian Center of Science and Education , Asian Social Science , Vol. 10, No. 14 .
- Gartner, william c. , 1994 , " Image Formation Process " , journal of travel & tourism marketing 2.2-3 , p.p. 191-216.
- Grönroos , Christian , 1984 , " A Service Quality Model and its Marketing Implications " , European Journal of Marketing , Vol. 18 , Issue : 4 , pp . 36- 44 .
- Kandampully , Jay & Hu , Hsin-Hui , 2007 , Do hoteliers need to manage image to retain loyal customers?, International Journal of Contemporary Hospitality Management , Vol. 19 , No. 6 , pp. 435-443 .
- Liu , Chung-Tzer & Guo ,Yi Maggie & Lee ,Chia-Hui , 2011 , The effects of relationship quality and switching barriers on customer loyalty , International Journal of Information Management, 31 (2011) , p.p. 71–79 .
- Mackelo , Olga & Drūteikienė , Greta , 2010 , The Image of a Higher Education Institution , Its Structure and Hierarchical Level : the Case of the Vilnius University Faculty of Economics , Journal of economical , ISSN 1392 – 1258 , Vol . 89 ( 3 ) .
- Markovic , Stefan & Iglesias , Oriol & Singh , Jatinder Jit & Sierra ,Vicenta , 2018 , How does the perceived ethicality of corporate services brands influence loyalty and positive word-of-mouth? Analyzing the roles of empathy, affective commitment, and perceived quality , Journal of Business Ethics, Vol. 148, No.(4) , 721-740.
- Markwick , Nigel & Fill , Chris , 1997 , Towards a framework for managing corporate identity , European Journal of Marketing , Vol. 31 , No. 5/6 , pp. 396 - 409.
- Martenson , Rita , 2007 , Corporate brand image, satisfaction and store loyalty , International Journal of Retail & Distribution Management , Vol. 35 No. 7 , pp . 544 – 555 .
- Martenson , Rita , 2007 , Corporate brand image, satisfaction and store loyalty , International Journal of Retail & Distribution Management , Vol. 35 No. 7 , pp . 544 – 555 .
- Mosavi , Seyed Alireza & Ghaedi , Mahnoosh , 2012 , A survey on the relationship between trust, customer loyalty, commitment and repurchase intention , African Journal of Business Management Vol. 6 (36) , pp. 10089-10098, 12 September, 2012 .
- Nguyen , Ha Thu & Nguyen , Hoang & Nguyen , Nhan Duc & Phan , Anh Chi , 2018, Determinants of Customer Satisfaction and Loyalty in Vietnamese Life-Insurance Setting , journal of environmental, 10(4), 1151.
- Nguyen, Nha, & Leblanc, Gaston , 2001, Image and reputation of higher education institution in student’s retentions decisions. The International Journal of Educational Management , 15/6 , 303–311.
- Palacio , Asunción Beerli & Meneses , Gonzalo Díaz & Pérez , Pedro J. Pérez, 2002 , "The configuration of the university image and its relationship with the satisfaction of students", Journal of Educational Administration, Vol. 40, Issue: 5, pp.486-505.
- Pérez , Juana Patlán & Torres , Edgar Martínez , 2017 , Evaluation of the organizational image of a university in a higher education institution , journal of Contaduría y Administración , Volume 62 , 123–140 .
- Polat , Soner , 2011 , The Relationship between University Students’ Academic Achievement and Perceived Organizational Image , Journal of Kuram ve Uygulamada Eğitim Bilimleri , Vol 11(1) , 257-262 .
- Raj , D. Maria Antony & Raguraman, M. & Veerappan, R. , 2013 , Marketing of educational services: A new strategy for customer satisfaction , International Journal of Scientific Research and Management , volume 1 , issue 8 , pp. 435 - 440.
- Szymigin, Isabelle & Caruigan, Marylyn , 2001, Wherefore customers loyalty? , Journal of Financial Services Marketing, Vol. 6, Issue 2, pp.6-8.
- Taghipourian , Mohammad Javad & Bakhsh , Mahsa Mashayekh , 2016 , Brand Attachment on Service Loyalty in Banking Sector , International Journal of Marketing Studies; Vol. 8, No. 5 .
- Taylor, Steven A.& Celuch, Kevin & Goodwin , Stephen, 2004 , "The importance of brand equity to customer loyalty", Journal of Product & Brand Management , Volume 13 , Number 4 , pp. 217-227.
- Tuan , Nguyen Minh, 2015 , The Impact of Ethical Sales Behavior on Customer Loyalty: A Case from Vietnam, International Journal of Business and Management; Vol. 10, No. 3 .
Conference and Reports :
- Plunkett , Daniel & Budruk , Megha & Lee , Woojin , 2012 , Examining the impact of mental imagery visualization on place attachment: Destination marketing perspective , ttra International Conference Tourism Travel and Research Association: Advancing Tourism Research Globally .
Intern :
- Harvey , Helen, 2017 , Types of Consumer Loyalty , On the bizfluent website at the following link:
https://bizfluent.com/info-8208520-types-consumer-loyalty.html
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Kufa Studies Center Journal
This work is licensed under a Creative Commons Attribution 4.0 International License.
Permit others to distribute and copy the manuscript, to create extracts, abstracts, and other revised versions, adaptations, or derivative works of or from the manuscript (such as a translation), to include in a collective work, to text or data mine the article, even for commercial purposes, as long as they credit the author(s), do not represent the author as endorsing their adaptation of the article, and do not modify the article in such a way as to damage the author''''s honor or reputation. Further details are found at Creative Commons Attribution 4.0 International (CC BY 4.0)
