Image, Satisfaction and Identification as Antecedents of Graduate Loyalty

Academic Public Administration Studies

Image, Satisfaction and Identification as Antecedents of Graduate Loyalty

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Title: Image, Satisfaction and Identification as Antecedents of Graduate Loyalty
Author: Taulet, Amparo Cervera; Diaz, MA. Walesska Schlesinger; Iniesta, M. Angeles; Sanchez-Fernandez, Raquel
Abstract: University environment is experiencing important changes that have to be managed in order to ensure universities’ competitiveness. In recent years, Spanish university institutions, as other institutions in their immediate surroundings, have had to face an increasingly competitive environment. In this context, university image, satisfaction, identification and loyalty have become topics of increasing relevance for higher education institutions and universities in particular. This work endeavours a general objective: to analyse the influence of university image, satisfaction and graduated-university identification on graduate loyalty. After reviewing specific literature, three hypotheses are proposed, linking these constructs with loyalty. Structural equation modelling with latent variables is used to test the proposed model. The model allows to confirm the three hypotheses and the results show that relationship management and constructs such as satisfaction, university image, graduate loyalty and identification with the university are key variables influencing the university performance.
URI: http://www.apas.admpubl.snspa.ro/handle/2010/134
Date: 2010-06-09


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