Email this article 
Creating Student Loyalty Through the Value of Context-Based Customer Education
Abstract
Objective: The objective of this research is to find out how the Covid-19 pandemic forces the learning process at all levels of education including higher education to be carried out online, where face-to-face meetings are not allowed. How the influence of relational contact and physical context on context-based customer education and on the value of student experience and student loyalty in private universities is the aim of this study.
Methodology: The survey was conducted in three major cities in Indonesia, namely Palembang, Bandung, and Surabaya with a total sample of 280 students. Characteristics of respondents based on age, gender, and semester of the three samples of cities are relatively homogeneous. Data analysis was carried out using a structural equation model (SEM) approach with the help of LISREL software.
Finding: The results showed that the relational context had a positive and significant effect on context-based customer education, but the physical context had no effect. Context-based customer education has a positive effect on the value of student experience and student loyalty.
Conclusion: Even though learning is done through online, students hope that there will be a strong interaction between lecturers and students, so that in lectures, at least it is carried out using blended learning. Strong interaction between students and lecturers is a context-based customer (student) education that can improve the student experience and have an impact on student loyalty to their alma mater.
Keywords
Full Text:
PDFReferences
Akbar, M. M. (2013). Three Competing Models on Customer Loyalty in the Context of Mobile Subscribers. International Journal of Marketing Studies, 5(4). doi:10.5539/ijms.v5n4p42
Alben, L. (1996). Quality of experience: defining the criteria for effective interaction design. interactions, 3(3), 11-15.
Alguacil, M., Núñez-Pomar, J., Calabuig, F., Escamilla-Fajardo, P., & Staskeviciute-Butiene, I. (2021). Creation of a brand model through SEM to predict users’ loyalty and recommendations regarding a public sports service. Heliyon, 7(6), e07163. doi:https://doi.org/10.1016/j.heliyon.2021.e07163
Aritonang, R. (2014). Student loyalty modeling. TRZISTE, XXVI(1), 77-91.
Bell, S. J., & Eisingerich, A. B. (2007). The paradox of customer education: Customer expertise and loyalty in the financial services industry. European Journal of Marketing.
Bergamo, F. V. d. M., Giuliani, A. C., Camargo, S. H. C. R. V. d., Zambaldi, F., & Ponchio, M. C. (2012). Student loyalty based on relationship quality: an analysis on higher education institutions. Brazilian Business Review, 9(2), 20.
Borishade, T. T., Worlu, R., Ogunnaike, O. O., Aka, D. O., & Dirisu, J. I. (2021). Customer Experience Management: A Study of Mechanic versus Humanic Clues and Student Loyalty in Nigerian Higher Education Institution. Sustainability, 13(12). doi:10.3390/su13126563
Brown, R. M., & Mazzarol, T. W. (2008). The importance of institutional image to student satisfaction and loyalty within higher education. Higher Education, 58(1), 81-95. doi:10.1007/s10734-008-9183-8
Buttle, F., & Burton, J. (2002). Does service failure influence customer loyalty? Journal of Consumer Behaviour: an international research review, 1(3), 217-227.
Carbone, L. P., & Haeckel, S. H. (1994). Engineering customer experiences. Marketing management, 3(3), 8-19.
Carter, S., & Yeo, A. C.-M. (2016). Students-as-customers’ satisfaction, predictive retention with marketing implications. International Journal of Educational Management, 30(5), 635-652. doi:10.1108/ijem-09-2014-0129
Carvalho, S. W., & de Oliveira Mota, M. (2010). The role of trust in creating value and student loyalty in relational exchanges between higher education institutions and their students. Journal of Marketing for Higher Education, 20(1), 145-165. doi:10.1080/08841241003788201
Chalcraft, D., Hilton, T., & Hughes, T. (2015). Customer, collaborator or co-creator? What is the role of the student in a changing higher education servicescape? Journal of Marketing for Higher Education, 25(1), 1-4. doi:10.1080/08841241.2015.1044790
Chen, Y.-C. (2015). The Drive Behind International Student Loyalty in Higher-Educational Institutions: A Structural Equation Model. The Asia-Pacific Education Researcher, 25(2), 315-323. doi:10.1007/s40299-015-0264-z
Cossío-Silva, F.-J., Revilla-Camacho, M.-Á., Vega-Vázquez, M., & Palacios-Florencio, B. (2016). Value co-creation and customer loyalty. Journal of Business Research, 69(5), 1621-1625. doi:10.1016/j.jbusres.2015.10.028
Davis, K. A., & Knight, D. B. (2021). Comparing students’ study abroad experiences and outcomes across global contexts. International Journal of Intercultural Relations, 83, 114-127. doi:https://doi.org/10.1016/j.ijintrel.2021.05.003
Dean, A. M., Griffin, M., & Kulczynski, A. (2016). Applying Service Logic to Education: The Co-creation Experience and Value Outcomes. Procedia - Social and Behavioral Sciences, 224, 325-331. doi:10.1016/j.sbspro.2016.05.383
Díaz‐Méndez, M., Gummesson, E., & Gummesson, E. (2012). Value co‐creation and university teaching quality. Journal of Service Management, 23(4), 571-592. doi:10.1108/09564231211260422
Dommeyer, Baum, C. J., Hanna, P., Chapman, R. W., & S, K. (2004). Gathering faculty teaching evaluations by in‐class and online surveys: their effects on response rates and evaluations. Assessment & Evaluation in Higher Education, 29(5), 611-623.
Dou, X., Zhu, X., Zhang, J. Q., & Wang, J. (2019). Outcomes of entrepreneurship education in China: A customer experience management perspective. Journal of Business Research, 103, 338-347. doi:https://doi.org/10.1016/j.jbusres.2019.01.058
Douglas, J., McClelland, R., & Davies, J. (2008). The development of a conceptual model of student satisfaction with their experience in higher education. Quality Assurance in Education, 16(1), 19-35. doi:10.1108/09684880810848396
Elliott, K. M., & Shin, D. (2002). Student satisfaction: An alternative approach to assessing this important concept. Journal of Higher Education Policy and Management, 24(2), 197-209.
Elsharnouby, T. H. (2015). Student co-creation behavior in higher education: the role of satisfaction with the university experience. Journal of Marketing for Higher Education, 25(2), 238-262. doi:10.1080/08841241.2015.1059919
Evanschitzky, H., & Wunderlich, M. (2016). An Examination of Moderator Effects in the Four-Stage Loyalty Model. Journal of Service Research, 8(4), 330-345. doi:10.1177/1094670506286325
Francisco-Maffezzolli, E. C., Semprebon, E., & Prado, P. H. M. (2014). Construing loyalty through brand experience: The mediating role of brand relationship quality. Journal of Brand Management, 21(5), 446-458.
Gallarza, M. G., & Gil Saura, I. (2006). Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students’ travel behaviour. Tourism Management, 27(3), 437-452. doi:https://doi.org/10.1016/j.tourman.2004.12.002
Gao, W., Fan, H., Li, W., & Wang, H. (2021). Crafting the customer experience in omnichannel contexts: The role of channel integration. Journal of Business Research, 126, 12-22. doi:https://doi.org/10.1016/j.jbusres.2020.12.056
Griffin, J. (2002). Customer Loyalty: How to Earn It, How to Keep It: Jossey-Bass, a Wiley Imprint.
Grönroos, C. (2011). Value co-creation in service logic: A critical analysis. Marketing Theory, 11(3), 279-301. doi:10.1177/1470593111408177
Gunarto, M. (2018). Analisis Statistika dengan Model Persamaan Struktural (SEM): Teoritis dan Praktis. Bandung: Alfabeta.
Gunarto, M., & Hurriyati, R. (2020). Creating Experience Value To Build Student Satisfaction In Higher Education. Dinasti International Journal of Education Management And Social Science, 1(3), 10. doi:https://doi.org/10.31933/dijemss.v1i3.166
Gunarto, M., Hurriyati, R., Disman, & Wibowo, L. A. (2018). Building students’ loyalty in private higher education institutions: activities for competitiveness Int. J. Education Economics and Development, 9(44), 394-410.
Gunarto, M., Hurriyati, R., Disman, Wibowo, L. A., & Natalisa, D. (2018). Building Student Satisfaction at Private Higher Education through Co-creation with Experience Value as Intervening Variable. Paper presented at the Proceedings of the International Conference on Industrial Engineering and Operations Management, Bandung
Gunarto, M., Wibowo, L. A., & Hurriyati, R. (2016). Creating Students Loyalty Model in Private Higher Education. Paper presented at the 2016 Global Conference on Business, Management and Entrepreneurship, Bandung.
Gupta, S. V., & Vajic, M. (1999). The Contextual and Dialectical Nature of Experiences. New Service Development: Creating Memorable Experiences, ed. J. Fitzimmons, M. Fitzimmons, 33-35.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis (Seventh Edition ed.). England Pearson Education Limited.
He, L., Chen, W., Hoyle, C., & Yannou, B. (2012). Choice Modeling for Usage Context-Based Design. Journal of Mechanical Design, 134(3). doi:10.1115/1.4005860
Hennig-Thurau, T., Langer, M. F., & Hansen, U. (2016). Modeling and Managing Student Loyalty. Journal of Service Research, 3(4), 331-344. doi:10.1177/109467050134006
Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The Impact of New Media on Customer Relationships. Journal of Service Research, 13(3), 311-330. doi:10.1177/1094670510375460
Holbrook, M. B. (1997). Romanticism, introspection, and the roots of experiential consumption: Morris the epicurean. Consumption, Markets and Culture, 1(2), 97-163.
Iskhakova, L. (2020). Development of a Causal Alumni Loyalty Model. (Dissertation), Dresden University of Technology, Dresden.
Iskhakova, L., Hilbert, A., & Hoffmann, S. (2016). An integrative model of alumni loyalty—An empirical validation among graduates from German and Russian universities. Journal of Nonprofit & Public Sector Marketing, 28(2), 129-163.
Iskhakova, L., Hilbert, A., & Joehnk, P. (2020). Cross-cultural Research in Alumni Loyalty: An Empirical Study among Master Students from German and Russian Universities. Journal of Nonprofit & Public Sector Marketing. doi:10.1080/10495142.2020.1760995
Iskhakova, L., Hoffmann, S., & Hilbert, A. (2017). Alumni Loyalty: Systematic Literature Review. Journal of Nonprofit & Public Sector Marketing, 29(3), 274-316. doi:10.1080/10495142.2017.1326352
Khalifa, A. S. (2004). Customer value: a review of recent literature and an integrative configuration. Management decision.
Kim, M.-K., Wong, S. F., Chang, Y., & Park, J.-H. (2016). Determinants of customer loyalty in the Korean smartphone market: Moderating effects of usage characteristics. Telematics and Informatics, 33(4), 936-949. doi:10.1016/j.tele.2016.02.006
Kotler, P., & Armstrong, G. (2014). Principles of Marketing (15 ed.). New York: Pearson Education Limited
Kristensen, T. (2004). The physical context of creativity. Creativity and innovation management, 13(2), 89-96.
Mael, F., & Ashforth, B. E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Organizational Behavior, 13(2), 103-123.
Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment☆. Journal of retailing, 77(1), 39-56.
Maxfield, M. G., & Babbie, E. R. (2017). Research methods for criminal justice and criminology: Cengage Learning.
Munteanu, C., Ceobanu, C., Bobâlcă, C., & Anton, O. (2010). An analysis of customer satisfaction in a higher education context. International Journal of Public Sector Management.
Nulty, D. D. (2008). The adequacy of response rates to online and paper surveys: what can be done? Assessment & Evaluation in Higher Education, 33(3), 301-314. doi:10.1080/02602930701293231
Osei-Frimpong, K., McLean, G., Wilson, A., & Lemke, F. (2020). Customer coproduction in healthcare service delivery: Examining the influencing effects of the social context. Journal of Business Research, 120, 82-93. doi:https://doi.org/10.1016/j.jbusres.2020.07.037
Peng, Y., & Li, J. (2021). The effect of customer education on service innovation satisfaction:The mediating role of customer participation. Journal of Hospitality and Tourism Management, 47, 326-334. doi:https://doi.org/10.1016/j.jhtm.2020.12.014
Pitri, T. V., & Gunarto, M. (2020). Analisis Strategi Pemasaran Pada PT. Central International Education. Jurnal Ilmu Sosial, Manajemen, Akuntansi dan Bisnis, 1(1), 39-46.
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14. doi:10.1002/dir.20015
Prebensen, N. K., Kim, H., & Uysal, M. (2016). Cocreation as Moderator between the Experience Value and Satisfaction Relationship. Journal of Travel Research, 55(7), 934-945. doi:10.1177/0047287515583359
Prebensen, N. K., Woo, E., & Uysal, M. S. (2013). Experience value: antecedents and consequences. Current Issues in Tourism, 17(10), 910-928. doi:10.1080/13683500.2013.770451
Pullman, M. E., & Gross, M. A. (2004). Ability of experience design elements to elicit emotions and loyalty behaviors. Decision sciences, 35(3), 551-578.
Raciti, M., & Ward, T. (2003). RELATIONAL BENEFITS IN A HIGHER EDUCATION SERVICE CONTEXT: A STUDENTS’PERSPECTIVE. Paper presented at the Proceedings of the Australian and New Zealand Marketing Academy Conference.
Selby, M. (2021). Mobile student experience: The place of tourism. Annals of Tourism Research, 90, 103253. doi:https://doi.org/10.1016/j.annals.2021.103253
Snijders, I., Wijnia, L., Rikers, R. M. J. P., & Loyens, S. M. M. (2020). Building bridges in higher education: Student-faculty relationship quality, student engagement, and student loyalty. International Journal of Educational Research, 100, 101538. doi:https://doi.org/10.1016/j.ijer.2020.101538
Steils, N. (2021). Using in-store customer education to act upon the negative effects of impulsiveness in relation to unhealthy food consumption. Journal of Retailing and Consumer Services, 59, 102375. doi:https://doi.org/10.1016/j.jretconser.2020.102375
Sürücü, Ö., Öztürk, Y., Okumus, F., & Bilgihan, A. (2019). Brand awareness, image, physical quality and employee behavior as building blocks of customer-based brand equity: Consequences in the hotel context. Journal of Hospitality and Tourism Management, 40, 114-124. doi:https://doi.org/10.1016/j.jhtm.2019.07.002
Torbjørnsen, A., Hessevaagbakke, E., Grov, E. K., & Bjørnnes, A. K. (2021). Enhancing students learning experiences in nursing programmes: An integrated review. Nurse Education in Practice, 52, 103038. doi:https://doi.org/10.1016/j.nepr.2021.103038
Trueblood, J. S., Brown, S. D., Heathcote, A., & Busemeyer, J. R. (2013). Not just for consumers: context effects are fundamental to decision making. Psychol Sci, 24(6), 901-908. doi:10.1177/0956797612464241
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of retailing, 85(1), 31-41.
Wikström, S. (1996). Value creation by company‐consumer interaction. Journal of Marketing Management, 12(5), 359-374.
Zablah, A. R., Carlson, B. D., Donavan, D. T., Maxham III, J. G., & Brown, T. J. (2016). A cross-lagged test of the association between customer satisfaction and employee job satisfaction in a relational context. Journal of applied psychology, 101(5), 743.
DOI: http://dx.doi.org/10.22441/jurnal_mix.2022.v12i1.002
Refbacks
- There are currently no refbacks.
MIX: Jurnal Ilmiah Manajemen
Journal URL: http://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix
Journal DOI: 10.22441/jurnal_mix
P-ISSN: 2088-1231
E-ISSN: 2460-5328
Editor's Address:
Magister Management Department, Universitas Mercu Buana.
Tedja Buana Building 4th Floor.
Jl. Menteng Raya No. 29, Jakarta 10340.
The Journal is Indexed and Abstracting by:
