Brand Trust, Institutional Commitment, and Their Impact on Student Loyalty: Evidence for Higher Education in India

Autor/inn/en	Yousaf, Anish; Mishra, Abhishek; Bashir, Makhmoor
Titel	Brand Trust, Institutional Commitment, and Their Impact on Student Loyalty: Evidence for Higher Education in India
Quelle	In: Studies in Higher Education, 45 (2020) 4, S.878-891 (14 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0307-5079
DOI	10.1080/03075079.2018.1558441
Schlagwörter	Reputation; Trust (Psychology); Developing Nations; Costs; Reliability; Credibility; Integrity; College Administration; Student Attitudes; Student School Relationship; Foreign Countries; Higher Education; Guidelines; Psychometrics; Measurement Techniques; College Students; Likert Scales; Universities; Indians + Suchen Sie Ihr Suchwort? Developing country; Developing countries; Entwicklungsland; Cost; Kosten; Reliabilität; Glaubwürdigkeit; Integrität; College administrators; Hochschulverwaltung; Schülerverhalten; Schüler-Lehrer-Beziehung; Ausland; Hochschulbildung; Hochschulsystem; Hochschulwesen; Richtlinien; Psychometry; Psychometrie; Messtechnik; Collegestudent; Likert-Skala; University; Universität; Inder
Abstract	Oversupply of higher education services in emerging countries, like India, implies an ever-increasing cost of student acquisition despite large student populations. Hence, creating trust through effective service delivery supported with full institutional commitment remains the only way to create student loyalty and bring the subsequent acquisition costs down. This study investigates the impact of four dimensions of brand trust, namely reliability, credibility, benevolence and integrity, on students' loyalty, and the mediating role played by institutional commitment for this relationship. Results show that reliability is the strongest direct determinant of loyalty followed by integrity, while benevolence can lead to loyalty only if the commitment is evident. These, as well as other interesting findings, have direct implications for top management/administrator of a higher education institute (HEI) in the form of specific emphasis to elements of trust for creating higher student loyalty. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01