Student Satisfaction and Retention: A Conceptual Model

Clinton B. Schertzer · Susan M.B. Schertzer

197 citations0/0 files storedJournal of Marketing for HIGHER EDUCATION

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Higher Education Research Studies Educational Outcomes and Influences Evasion and Academic Success Factors

Abstract

Students in institutions of higher education are becoming more “consumer oriented” than ever before. As a result, the turnover rate is increasing-students are leaving universities almost as fast as new students are enrolled. This is both costly and inefficient. Major efforts are underway in all areas of traditional for-profit institutions to reduce their churn rate. Efforts to attract students whose needs best fit what the individual academic institution has to offer should be fruitful in reducing the rate of drop outs and transfers. This paper proposes a model of retention that considers student values congruence with the university and faculty as a significant component of academic fit and ultimate student satisfaction and retention.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1975Dropout from Higher Education: A Theoretical Synthesis of Recent Research 1988Leaving College: Rethinking the Causes and Cures of Student Attrition 1987Leaving College: Rethinking the Causes and Cures of Student Attrition 1996The Management of Customer-Contact Service Employees: An Empirical Investigation 1995Understanding the Bond of Identification: An Investigation of Its Correlates among Art Museum Members 1995Building Service Relationships: It's all about Promises 2002Student Satisfaction: An alternative approach to assessing this important concept

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2011What Drives Student Loyalty in Universities: An Empirical Model from India 2017Relationship between service quality, satisfaction, motivation and loyalty 2018Trust-Based Quality Culture Conceptual Model for Higher Education Institutions 2006The desired teaching qualities of lecturers in higher education: a means end analysis 2013Perceived service quality and student satisfaction in higher education

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