USF St. Petersburg campus Faculty Publications
Effectiveness of relationship marketing tactics in a university setting.
Document Type
Article
Publication Date
2013
ISSN
1544-0389
Abstract
We test the correlation between student perception of three university relationship-building tactics - commercial friendships, preferential treatment, and tangible rewards - with university student satisfaction. We also test whether two student characteristics - enduring involvement with education and sense of entitlement - have a moderating effect on the aforementioned relationship between university relationship-building behaviors and student satisfaction. Results revealed positive correlations between perceived relationship tactics and overall satisfaction. Correlations between the relationship-building behaviors and satisfaction were also greater among high-involvement students than among their lesser-involved cohorts. Students who felt a sense of entitlement were more likely to believe that they were recipients of relationship-building behaviors, but they didn't always appreciate them more than students who felt less entitled.
Language
en_US
Publisher
The Clute Institute for Academic Research
Recommended Citation
Trocchia, P. J., Finney, Z., and Finney, T.G. (2013). Effectiveness of relationship marketing tactics in a university setting. Journal of College Teaching and Learning, 10 (1), 29-38.
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
Comments
Abstract only. Full-text article is available only through licensed access provided by the publisher. Published in Journal of College Teaching and Learning, 10 (1), 29-38. Members of the USF System may access the full-text of the article through the authenticated link provided.